Title: Impact of restaurant owners'/managers' handling of customers' unexpected incidents on customers' revisit intention

Authors: Tin-Chun Lin

Addresses: School of Business and Economics, Indiana University – Northwest, Gary, IN 46408, USA

Abstract: The main purpose of this research is to explore whether or not restaurant owners/managers handle customers' unexpected incidents can affect customers' intention to revisit the same restaurant. We used the case of coupon incident as an example. We then designed an experiment and conducted a survey, and also developed single-equation regression models (both two-stage least squares and ordinary least squares procedures) to test the hypothesis. Results demonstrate that customers who were unhappy when restaurant owners/managers denied them the use of effective coupons were less likely to revisit the same restaurant, as well as no matter the reasons for disallowing coupon use, customers' intention to revisit the same restaurant was frustrated by the experience. Consequently, the main contribution of this study is in offering a different analytical perspective on customer post-purchase behavioural intention by verifying whether the way restaurant owners/managers handle customers' unexpected incidents may influence customers' revisit intention.

Keywords: revisit intention; customer satisfaction; coupon; customer unexpected incident.

DOI: 10.1504/IJEBR.2018.088507

International Journal of Economics and Business Research, 2018 Vol.15 No.1, pp.108 - 124

Received: 20 Jan 2017
Accepted: 23 Jan 2017
Published online: 11 Dec 2017 *

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