Influencing Factors on Customers' Intention to Complain in a Franchise Restaurant

Jooho Kim · Soyoung Boo

40 citations0/0 files storedJournal of Hospitality Marketing & Management

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Not all dissatisfied customers outwardly voice their opinions about unpleasant experiences either via a direct method, such as complaining to the firm, or an indirect method, such as passing on negative word-of-mouth. Little research has been conducted in the franchise restaurant sector regarding customers' complaint behavior. This study examines influencing factors that affect customers' intention to complain in a franchise restaurant. From the previous literature, hypotheses were suggested and tested on 482 customers at two different points in time. Findings suggest that the most influential factor causing customers to actually voice a complaint was attitude towards complaining, followed by prior complaining experience and brand image. Furthermore, a significant mean difference in complaint intention was found in the two seasonal groups.

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References

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2020The impact of customer compassion on face-to-face and online complaints 2021Consumer complaining behavior in hospitality management 2014Customer Dissatisfaction Responses to Restaurant Service Failures: Insights Into Noncomplainers From a Relational Perspective 2019The effect of fellow customer on complaining behaviors: the moderating role of gender

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