레스토랑 서비스 실패에 따른 부정적 리뷰가 감정반응 및 방문의도에 미치는 영향: 가격수준과 이모티콘의 효과

Consumers share their personal experiences of products and services on SNS through online re- views, which induces other consumers' choices and affects their behavior. This study classified restaurant neg- ative online reviews into core service failure and secondary service failure according to service failure type. The purpose of this study is to verify the difference in emotional responses according to negative reviews, examine the differences in emotional responses according to price levels and emoticons, and analyze the effects of emotional responses on visit intention. Negative reviews used in the experiment selected the taste of food as core service failure, interior, atmosphere, employee service, and plating as secondary service failure, and produced scenarios for realistic experiments to investigate consumer reactions. A survey was conducted on domestic consumers over the age of 20 years through an online research company. Finally, 240 responses were analyzed using SPSS 23.0 to frequency analysis, reliability analysis, factor analysis, t-test, and one-way ANOVA. The results of the analysis showed that there was a significant difference in emotional response according to the negative review type of the restaurant, but there was no difference in emotional response according to the price level. Emoticons showed differences in negative emotions, and emotional responses had significant effects on visit intention. This study is meaningful in that it can be applied to detailed restaurant industry research by focusing on restaurant negative reviews. Also, this study presents practical implications for the marketing of restaurant companies by enhancing the understanding of consumer emotions caused by restaurant service failure in the negative review.