The Moderating Role of Severity of Service Failure in the Relationship among Regret/Disappointment, Dissatisfaction, and Behavioral Intention

ABSTRACT

This study examines the moderating role of severity of service failure between emotions and dissatisfaction, as well as between dissatisfaction and behavioral intention. Results showed that when customers’ regret and disappointment are low, service failure severity has an amplifying impact on their dissatisfaction. It also demonstrates that when customers’ dissatisfaction levels are low, service failure severity plays an important role in their negative word of mouth and switching intention. Therefore, if a restaurant can reduce its number and frequency of critical service failures, then restaurant operators can dramatically enhance customers’ word of mouth testimonials and customer retention.

KEYWORDS:

• Behavioral responses
• disappointment
• dissatisfaction
• regret
• service failure severity