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Abstract

The behavioral model of service which has typified the hospitality industry is challenged. A study of complaints from restaurant guests supports a model of service which is based not on a set of actions and behaviors but upon the interpretation of these behaviors. Factors influencing these perceptions are viewed as culturally determined and the application of anthropological techniques is suggested to study the culture of the restaurant guest. Such studies will lead to an understanding of how actions are interpreted and will facilitate the ultimate goal of addressing perceptual factors directly. Until such studies are undertaken, simple methods of focusing upon factors affecting interpretation are suggested for the restaurant staff in order to improve service and to bridge the gap between theory and practice.

Keywords

KEY WORDS: Service Interpretation Restaurant Anthropology Model

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The Interpretation of Service: an Anthropological View

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