Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Mediating Effects of the Factors on the Relationships between Customers' Past Behavior and Intention to Voice at Western Restaurant in Suncheon City

순천시지역 서양음식점에 대한 고객들의 과거행동과 불평행동의도의 관계를 매개하는 요인들의 효과 평가

  • 표길택 (순천대학교 조리과학과) ;
  • 강종헌 (순천대학교 조리과학과)
  • Published : 2006.10.31
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Abstract

The purpose of this study was to examine the mediating role of attitude, subjective norm, and perceived behavioral control on the relationships between past behavior and customers' intention to engage in voice of dissatisfaction responses. Results of the study demonstrated that the inclusion of past behavior improved the predictability of the voice of dissatisfaction response intentions. Furthermore, the mediating analyses indicated that the influence of past behavior was mediated by mediator. In the contests of voice behavior, the effect of past behavior on intention was not mediated by attitude and perceived behavioral control. Meanwhile, subjective norm mediated the relationship between past behavior and the intention to engage in voice behavior.

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