캐주얼 다이닝 레스토랑의 서비스 불공정성이 고객불량행동의도에 미치는 영향

The purpose of this dissertation is to examine the process in which restaurant customers form negative judgment toward a restaurant that bad service provided. Thus this study investigates how restaurant customers react against unfair service rendered by restaurant personnel. Therefore, this study considers the four sets of customer reaction and investigates them. That is, customers develop negative emotion, have hostile intentions, and convey negative word of mouth toward the restaurant, which consequently makes the customers unwilling to repatronize. This dissertation found that the greater unfairness is, the more negative emotion breaks out toward the restaurant and the more the hostile intentions arise. As a result, customers never come back to the restaurant while spreading negative word of mouth as far as disrespect and accusation and monetary compensation factors are concerned. However, factor 1, aggressive physical action, is not fall into the process.Managerial implication of this dissertation is therefore to prohibit customers from having negative emotion toward the restaurant in the process of service delivery and management should consider developing diverse measurement against various customer complaints so as to minimize customer loss. In addition, the management should create marketing tactics against bad word of mouth.