Las experiencias insatisfactorias en restaurantes y el boca-oído negativo

Abstract

Dissatisfied consumers tend to tell about their experiences more than satisfied ones, thus negative word-of mouth spreads more than positive. In addition, dissatisfied customers have heterogeneous behaviors, depending on various factors relating to their experience. In this context, this paper focuses on the study of negative consumer communication in their behavioral and attitudinal dimension and from the segmentation approach. The aim is to understand the relationship between negative word-of-mouth and level of dissatisfaction, emotions, past experience of the consumers, complaint responses and behavioral change, and their demographic profile. Analyzing unsatisfactory experiences in restaurants, segments with different negative word-of-mouth behavior, and intentions, are identified and described from the above variables. The results show that the most critical customers are the most dissatisfied with the restaurant, are the angriest, the least satisfied with past experience and complain the most and leave. Management recommendations and future academic research are proposed.