Classification of Asian Complainers in Restaurant Services

Authors: Kim, Jong-Hyeong¹; Lynn, Jamieson¹

Source: Asia Pacific Journal of Tourism Research, Volume 12, Number 4, December 2007 , pp. 365-375(11)

Publisher: Routledge, part of the Taylor & Francis Group

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Abstract:

In restaurant businesses, customer dissatisfaction must be accounted for and thus avoided in order to generate revenue. In the literature, researchers have confirmed a positive relationship between complaint behaviour and consumer dissatisfaction. Three types of complaint behaviour have been discussed in previous studies: voice response, private response and third-party response. This study targeted Asian consumers (n = 300) and segmented them based on their complaint behaviour. These results signify that Asian internationals' complaint behaviour is not homogenous and can therefore be segmented in terms of their complaint behaviour. Personal characteristics as well as socio-demographics were also investigated with consumer complaint behaviour of research participants.

Keywords: Asian consumers; consumer behaviour; consumer complaints behaviour; cluster analysis; restaurants

Document Type: Research article

DOI: 10.1080/10941660701761035

Affiliations: 1: Department of Recreation, Park, and Tourism Studies, Indiana University, USA

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