Effect of Restaurant Patrons' Regret and Disappointment on Dissatisfaction and Behavioral Intention |
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| Authors: | Yoon Jung Jang Woo Gon Kim |
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| Affiliation: | 1. Dedman School of Hospitality at Florida State University in Tallahassee , FL , USA;2. Dedman School of Hospitality of the College of Business at Florida State University in Tallahassee , FL , USA;3. International Scholar from Kyung Hee University in Seoul , Korea |
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| Abstract: | The objective of this study is to investigate the relationship among regret/disappointment, dissatisfaction, and behavioral intention in service failure situations at a restaurant. Even though there is a consensus regarding the positive relationship between regret/disappointment and customer dissatisfaction, unclear results still exist regarding the relationship between regret/disappointment and different types of behavioral intention. Thus, the present study attempts to clarify these fuzzy relationships. Specifically, this study aims to enhance understanding of the influence of regret and disappointment on behavioral intention (switching/negative WOM). The findings suggest that both regret and disappointment are significant determinants of customer dissatisfaction and switching/negative WOM. Further, the study results indicate that regret is an important predictor of switching intention, whereas disappointment is an important determinant of negative WOM. Finally, based on these findings, managerial implications for restaurant managers are discussed. |
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| Keywords: | Regret disappointment dissatisfaction behavioral intention |
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