The Role of Negative Emotions in Explaining Restaurant Customer Dissatisfaction and Behavioral Intention

This study aims to enhance the understanding of the influence of regret and disappointment on behavioral intentions (switching/negative WOM). Specifically, the purpose of this study is to investigate the relationship among regret/disappointment, dissatisfaction, and switching/negative WOM in service failure situations at a restaurant. The result indicated that both regret and disappointment are significant determinants of customer dissatisfaction and switching/negative WOM. Further, the study results have shown that regret is an important predictor of switching intention, whereas disappointment is an important determinant of negative WOM. Based on these findings, managerial implications for restaurant managers are discussed