A Study on the Factors of Dissatisfaction and Complaint in Foodservice Consumers

외식소비자 불만족의 요인 및 불평 행동에 관한 연구

  • Jin, Yang-Ho (Dept. of Food Service & Culinary Management, Kyonggi University) ;
  • Jun, Jin-Hwa (Dept. of Food Service Industry, Hyejeon College)
  • 진양호 (경기대학교 관광학부 외식조리관리과) ;
  • 전진화 (혜전대학 외식경영계열)
  • Published : 2005.06.01

Abstract

The findings of the study would be valuable for the basis of marketing strategies to be implemented in the foodservice industry. As a result of the exploratory factor analysis, major consumer dissatisfaction factors identified in this study can be categorized based on the followings: food, service, and facilities. It appears that most preferred medium for unsatisfied consumers to file their employees how to cope with complaints on the Internet. In terms of psychological compensation, it appears that consumers need to be provided with a through explanation in addition to a heartfelt apology against a complaint. On the physical side of compensation solution for everybody. The ideal timing of compensation for complaints can vary but it would be appropriate to leave it up to consumers to choose when they want to be rewarded.

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