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Main Topic: Extending Your Research, an Example of Service Research

Hosts: James Stanworth, Clyde Warden

CIT 2 Results In this follow up to Show 57, where we looked at choosing a research topic and how to implement CIT, James and Clyde cover a specific research example. This research was published in The International Journal of Service Industries Management, an SSCI ranked marketing journal. The topic deals with perceptions about restaurant service but rather than across cultures, this work looks at one culture across national settings. Once again, James and Clyde are live at National Cheng Kung University in Tainan Taiwan, in front of an IMBA class of graduate students.

This show is the second in a three part series centering on three research projects examining restaurant service in the Chinese cultural context. In Show 57 Clyde and James introduce the projects with an emphasis on how researchers and students can move from research ideas to publication.

Culture is always a complex and difficult construct to study. How exactly one can isolate variables related to culture? This talk gives a good example of how Clyde and his coauthors did just that by building on a clear existing model, the extending it just enough to support a hypothesis that cultural values related to expected service do not shift across national locations. Stauss and Mang's published paper on culture shock in service settings was a departure point for this work. Critical Incident Technique (CIT) is employed within a quantitative survey design where each respondent is the source for two data points (Chinese in Chinese setting and Chinese in non-Chinese setting).

Extending a research thread saves a lot of time as you build on the existing literature you are already familiar with. This approach leverages the investment of time to generate what usually turns out to be better quality work the second and third time around. Video resolution is a bit low to shorten download times. To see the slides clearly, use the link below to download the PPT file. Download: Presentation Slides from this presentation. Download: Published Paper from this research project.

The way you would test this is you test Mr. A who lives in the UK; you test Mr. B who lives in Shanghai. You compare them with a t-test. Well, that seemed like a huge project. So we did something a little different.

Listen To The Show (Audio Only):

Length: 29 minutes. Download MP3 13.5MB (Right click->Save As).

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Watch The Show (Video & Audio):

From NCKU in Tainan, Taiwan, Clyde and James.
Length: 29 minutes.
iPod Download MP4 127.54MB (Right click->Save As).
QuickTime Download MOV 104.75MB (Right click->Save As).
Windows Media Download WMV 75.46MB (Right click->Save As).

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Bottom Line:

  • Once you get familiar with a research topic, you can move along, creating a thread of work.
  • This project was 36 months from start to publication.
  • Working from a well established theoretical base, in this case Hofstede and the Parasuraman's satisfaction/dissatisfaction paradigm, a research framework is easier to establish.
  • Using an existing model, in this case Stauss and Mang's model, allows the researcher to extend exiting work, rather than strike out on your own.
  • CIT results lined up with existing findings from Western studies, as well as our first study.
  • A custom programmed online survey design was used. In the end, the results do not create a new model, but fill out the details of the existing model.
  • Service recoveries overseas are given more credit while expectations of service remain constant.

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