외식기업의 서비스 실패와 불만족, 신뢰, 부정적 구전, 전환의도간의 영향관계 연구

The importance of service failure, which often occurs in the service industry, continues to be emphasized. This study discussed the types of service failure in the context of the restaurant industry and examined their influence on the psychological and behavioral reactions of customers. In particular, in this study, we aimed to test the possible associations among service failure dimensions, dissatisfaction, trust, and negative word-of-mouth in the formation of restaurant patrons' switching intention. The sample includes 306 customers who had experienced service failure at a restaurant in order to obtain research objectives. The data collection was done in specific areas of metropolitan cities where restaurants are concentrated. The study conducted reliability, correlation, and mediated regression analyses. Results revealed that multiple measurement items included an acceptable level of internal consistency. The hypothesized relationships among study variables were also found to be generally supported. Results of a series of multiple regression analyses indicated that dissatisfaction and trust played a significant mediating role in the proposed theoretical framework. Overall, our findings provide important implications for restaurant operators to effectively identify service failure and develop efficient strategies to minimize the failure. Further theoretical and practical implications related to our results are discussed.