레스토랑 고객의 불평태도, 블평의도, 불평행동에 관한 연구

This paper aims at examining the determinants of customers' complaint intention to fast-food restaurants and family restaurants, and providing restaurant managers and marketers the importance of customers' complaint intention. Based upon the theory of exit, voice, and loyalty and the attribution theory, we build the more comprehensive model on complaint intention. The results show that complaint attitude, perceived value of complaint, and perceived likelihood of successful complaint influence significantly to the customers' complaint intention. The complaint attitude also is influence significantly by prior experience of complaint and controllability toward complaint. The implications and limitations are discussed.