레스토랑 고객의 불평행동의도가 부정적 구전의도 및 재방문 의도에 미치는 영향

• 영문명: Effects of Customer Badness Behavior Intention on Negative Word of Mouth and Revisit Intention in Restaurants: Focus on the Gender and the Partner type
• 발행기관: 한국외식경영학회
• 저자명: 이승헌(Lee Seung Hun) 문혜영(Moon Hye Young) 오석윤(Oh Seok Yoon)
• 간행물 정보: 『외식경영연구』12권 3호, 257~275쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.06.30

영문 초록

This study intends to investigate the both influence of customer badness behavior intention of negative word of mouth and revisit intention in restaurants. For this empirical survey, the both variables, customer badness behavior intention of negative word of mouth and revisit intention, were selected through literature reviews and considered the measurement effects. The model was constructed from previous reviews and inferred as two hypotheses. For conducting the test, 299 sample were selected from customer surveys for the six chain restaurants in seoul in Korea. In the process, the measurement of customer's badness behavior intention has classified as the three dimensional components such as aggressive physical actions, disrespect and accusation, and monetary compensation. Consequently, the relationships between the customer badness behavior intention of negative word of mouth and revisit intention have the significant correlation. Further, the marketing strategies for the impact of the bad word of mouth should be prepared in various tactical ways to minimize the negative impact through developing effective measurement.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 실증분석

Ⅴ. 결론 및 제언

참고문헌

키워드

Customer Badness Behavior Intention Negative Word of Mouth Revisit Intention