레스토랑의 서비스단계별 실패와 고객불평행동의도와의 관계에서 고객참여행동과 이용횟수 조절효과에 관한 연구

The purpose of this study is to analyze the mutual relationship between the restaurant service delivery process failure, the dissatisfaction and the customer complaint behavior intention to verify the customer participation behavior and the moderating effects of purchase frequency under such mechanism. As a result of the research, the customer participation behavior and the annual purchase frequency were shown as having moderating effects in the relationship between the restaurant service delivery process failure, the dissatisfaction and the customer complaint behavior intention. In case of the customer participation behavior, ‘failure during payment and exiting was shown as having positive (+) effect on the dissatisfaction and the dissatisfaction was shown as having positive (+) effect on the customer complaint behavior intention. As a result of verifying the hypothesis which states that there will be moderating effect according to the annual purchase frequency, the group with low purchase frequency was revealed as having positive (+) effect on the dissatisfaction in process 2 and process 4 while the group with high purchase frequency was revealed as having positive (+) effect on the dissatisfaction in process 1 and process 4. In the end, at the restaurant it will be used as an important indicator as to how to respond and how to handle its service delivery process.