US and Chinese perceptions of simulated US courtesy

The purpose of this study was to identify similarities and differences in US and Chinese subjects’ emotional responses to and perceptions of courtesy of simulated English-language communication prompts.

Data were collected through a web-based stimulus administered on US and Chinese students. Subject responses to eye contact and smile images and a set of verbal expressions were measured on ratings of emotion and courtesy.

Smiling with direct eye contact and warmed-up verbal expressions were found to elicit a higher level of emotional response and were perceived as viable server politeness cues. US and Chinese participants had similar responses to facial and verbal prompts.

This paper contributes to understanding about service employee cues, such as courtesy, that can influence service quality in a cross-cultural tourism setting.