Sing's Chinese Restaurant Case Study

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Customer: I am a fan of Chinese food. I have been to almost every single Chinese restaurant in Boston. First of all, from my perspective, if I go into a Chinese restaurant, my normal expectation is that the servers and chefs are very familiar with the Chinese culture, which in most cases translates to the Chinese people. Now don’t get me wrong, the thing here is, we are all expecting certain degree of professionalism, particularly when we walk into a specialized restaurant. We want to be reassured that we are in the best restaurant and the true taste of that kind. That is why I say I expect to see oriental faces in a Chinese restaurant. This creates an impression that the food and culture in the restaurant is truly local, and professional in the customer’s eyes. Imagine a Chinese restaurant opened by a westerner; I wouldn’t say the food is not good, but it might be a bit different from the real Chinese food. The same thing applies to western food too. Imagine that you walk in a Western restaurant and see all servers are Asian, will you think the food there is going to be authentic? This does creates a first impression issue. Another thing I would think of is, servers of other origins normally know less about Chinese food after all. So in situations where I ask for some recommendations, how certain food is made and what ingredients are used, they may not be able to give me the answer, or the best answer. As a customer who doesn’t know much about the food details, I want to hear the answer from people with adequate knowledge in that filed. So this makes oriental serviers’ words more reliable, because culturally they seems to be more familiar with those things. Other than focusing on food, however, culture is another big component of customer experience. People go to Chinese restaurant not only to eat but also to experience the Chinese culture, from the food, the

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