대학생 외식소비자의 레스토랑 선택속성 불만족과 전환의도: 보상유형 조절효과와 소비자 세분화

This study targeted college students as restaurant consumers in a highly competitive food service market to empirically analyze the influence of dissatisfaction with restaurant choice attributes on switching intentions. Restaurant choice attributes were categorized into three types including the food quality, service, and physical environment, and survey data of 214 valid respondents were used to conduct regression and moderating effect analyses. The analysis result showed that dissatisfaction with food quality and the physical environment significantly increased switching intention. Meanwhile, dissatisfaction with the service did not have a significant influence on switching intention. In addition, as a result of verifying the moderating effects of compensation types, monetary compensation had moderating effects that alleviated the relationship between dissatisfaction with food quality and switching intention, whereas non-monetary compensation did not show significant moderating effects. Cluster analysis based on consumers’ complaint behavior types and social face sensitivity derived distinct consumer groups with varying response patterns to dissatisfaction and varying switching intentions. These results empirically suggest that college students’ switching intentions as food service consumers are formed differently depending on restaurant choice attributes and provide implications for service recovery strategies in the food service industry and the establishment of customer retention strategies.