Determinants of Customer Complaint Behavior in a Restaurant Context: The Role of Culture, Price Level, and Customer Loyalty

Min Gyung Kim, Chung Hun Lee, Anna S. Mattila

Research output: Contribution to journalArticle

24 Scopus citations

Abstract

Prior cross-cultural research on customer complaint behavior has shown that Asian customers–collectivists (vs. Western customers–individualists) are less likely to engage in voice complaint but more inclined to choose nonconfrontational responses such as switching and negative word-of-mouth. Yet, we suggest that this relationship may not hold true when taking into account customer loyalty, price level, and power distance as cultural value. To that end, we conducted an experiment to examine the joint effects of culture, customer loyalty, and restaurant price level on customer complaint behaviors. Our results indicate that Asian customers might indeed be vocal public complainers when there is no deep commitment to a restaurant and when paying a high price for the service. Theoretical and practical implications are also discussed.

Original languageEnglish (US)
Pages (from-to)885-906
Number of pages22
JournalJournal of Hospitality Marketing and Management
Volume23
Issue number8
DOIs
StatePublished - Nov 25 2014

All Science Journal Classification (ASJC) codes

  • Management Information Systems
  • Tourism, Leisure and Hospitality Management
  • Marketing

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