Abstract

376 service employees at 27 Hong Kong food service outlets were surveyed using Lee-Ross's Service Predisposition Index instrument together with the cultural values questionnaire of the Chinese Culture Connection. The objective was to examine the influence of Chinese culture upon employees' willingness to deliver service. Results suggested that cultural values influence service predisposition through specific job attitudes. Respondents perceived humbleness, loyalty to superiors and tolerance of others to have the greatest positive effect on their job attitudes. This influence was most pronounced for the service dimensions disposition and communication and the moderator deference. The cultural values that had the most negative influence on service predisposition were protecting face, conservatism and repayment of good/evil. Respondents interpreted delivering service in terms of personal deference, to the customer or their employer, rather than as a relationship with the customer. There seemed also to be a cultural reluctance to accord (unknown) customers status and hence to perceive them as worthy recipients of service.