Restaurant Customer Complaint Behavior

Abstract

This study investigates factors relating to complaining action and factors which affect complainants' revisit intentions and negative word-of-mouth behaviors. The findings suggest that the degree to which customers are upset, the importance of the dining occasion, and the perceived assurance that management will resolve the problem effect whether or not a customer will complain. The study also identified ways effective complaint management could increase a customer's intention to return and reduce negative word of mouth.