Abstract The purposes of this study are: 1) to segment ethnic restaurant market on a basis of customer preferences and types of ethnic restaurant; 2) to assess the effects of dining attributes on customers’ satisfaction and post-dining behavior intentions; and 3) to test the moderating effects of ethnic restaurant types and culture (ethnic and non-ethnic customers) on the relationship between dining attributes and satisfaction. The empirical results from this study will provide insight into customers’ needs and preferences in the ethnic restaurant market. This information might help restaurant managers to develop product services that are tailored to specific needs of customers.