NEGATIVE ONLINE CUSTOMER REVIEWS IN RESTAURANT DINING EXPERIENCE: WHAT ARE THE DETERMINING FACTORS OF SERVICE FAILURE AFFECTING BEHAVIORAL INTENTIONS?

Abstract

Present study empirically examined the determining factors of service failure in restaurant dining experience leading to negative online reviews and, thus, behavioral intentions (i.e., repeat purchase and recommendation to others). The findings underline that (1) any service mishap with regard to food quality and cleanliness triggers customer participations in negative online reviews, switching intentions and discouragement for potential customers to purchase; (2) service quality is a strong and important determining factor of service failure affecting behavioral intentions and is superior relative to other significant predictors; (3) frontline staff attitude is likely to prompt dissatisfied customers to engage in negative online reviews and cause an effect on price sensitivity, however it does not necessarily influence behavioral intentions; (4) contrary to prior research, price-value significantly affects behavioral intentions. In the presence of dissatisfaction influenced by poor food quality and frontline staff attitude, price sensitivity increases; therefore, it stimulates behavioral intentions. Further elaboration of the findings is also discussed therein with insights for marketing practice.

Keywords

• complaint behavior
• dining experience
• negative online customer reviews
• service failure