Master of Science (MS)
Number of Pages
The purpose of this study is threefold. First, this study intends to determine the factors which affect whether or not customers complain to management when they had problems at a casual table service restaurant. Second, this study seeks to determine the factors which affect the likelihood of returning to the restaurant for customers who complained to management about their problems. Third, this study examines the factors which affect the extent of negative word-of-mouth engaged by customers who complained to management; This study confirms the importance of complaint management in restaurant business. It further suggests how restaurant managers utilize their resources to resolve customers' problems and thereby enhancing customer satisfaction. Thus, management may build a long-term relationship with customers and retain loyal customers.
Behavior; Customers; Intention; Mouth; Negative Restaurant; Revisit; Word
Marketing; Commerce; Management
University of Nevada, Las Vegas
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Su, Wen-yu, "Restaurant customers' revisit intention and negative word-of-mouth behavior" (1996). UNLV Retrospective Theses & Dissertations. 3260.