Methodology

Methodology

This research employs an exploratory, iterative approach that integrates experimental design workshops, ethnographic observation, and semi-structured interviews. The study will begin with a series of experimental design workshops where participants engage in structured activities that require varying postures. Ethnographic observations will be conducted in controlled environments to document natural behaviors and interactions. Finally, semi-structured interviews will be held with participants to capture subjective experiences, reflections, and perceived impacts of posture on service interactions. A phenomenological lens will be used to examine how posture—specifically bowing—influences hospitality interactions.

From the server's perspective, the study will measure traits such as humility, dedication, attention, confidence, and attitudes, including altruism toward the customer. From the customer's perspective, the study will assess impressions of the server, including perceived ability to meet their needs, feelings of received altruism, and other emotions such as trust and satisfaction.

Participant Groups

To enhance clarity, participant groups have been renamed as follows:

  • Western Servers (Control): Servers from Western backgrounds who do not bow (natural behavior)

  • Western Servers (Test): Western servers instructed to bow

  • Japanese Servers (Control): Japanese servers who bow naturally

  • Japanese Servers (Test): Japanese servers instructed not to bow

  • Western Customers: Customers from Western backgrounds

  • Japanese Customers: Customers from Japanese backgrounds

Method

  • Experimental Conditions:

    • Western Servers (Test) will be instructed to bow but will not receive additional service etiquette training.

    • Japanese Servers (Test) will be asked to refrain from bowing.

    • Control groups will behave naturally.

  • Scenario Environments:

    • Four distinct environments will be set up to incorporate design elements that naturally influence participants' postures.

    • Natural Posture-Influencing Room: Features include a low arch requiring participants to duck their heads, a kneeling position, and a low service table.

    • General Shopping Store Setup: A standard retail layout for natural customer-service interactions.

  • Data Collection:

    • Participants will complete feedback forms post-exercise, reflecting on their experiences. These forms will include questions on perceived comfort or discomfort, emotional responses during the interaction, perceived level of engagement, trust in the server, and overall satisfaction with the service. Additional open-ended questions will allow participants to describe any notable feelings or insights regarding posture's impact on their experience.

    • Cameras will be installed for unobtrusive, fly-on-the-wall observations.

Data Analysis

Thematic analysis will be employed to identify recurring patterns in sentiment and behavioral responses across different posture conditions.