| Abstract: | Abstract This study examines Consumer Complaint Behavior (CCB) in the restaurant industry. The purpose for this study is twofold: (1) To examine how gender, age, family status, and household income relate to ten common customer complaints: rudeness, lack of product knowledge, slow service, uncleanliness, inattention, forgetfulness, incorrect billing, rushed service, and overly-friendly service; and, (2) to examine the manner in which customers express their complaints. Three types of complaining behavior were considered: verbal, written, and not returning to the restaurant. Analysis of the data resulted in a demographic profile of consumer complaining behavior. Some key findings include: Documented complaints are underrepresented, yet these detailed criticism are far more prevalent than those customers who chose not to express their dissatisfaction with service. Children heighten the expectancy of efficient and quick service. Those who complain are members of upscale socioeconomic groups. Implications for management are discussed, including a recommendation to encourage customer complaints and to immediately react to them. |
