Assessing the Mediating Effects of the Factors on the Relationships between Customers' Past Behavior and Intention to Exit in Western Restaurant

서양음식점에 대한 고객들의 과거행동과 재방문행동의도의 관계에 미치는 매개요인들의 영향 평가

The purpose of this study was to examine the mediating role of attitude, subjective norm, and perceived behavioral control on the relationships between past behavior and customers' intention to engage in exit of dissatisfaction responses. Results of the study demonstrated that the past behavior significantly improved the predictability of the voice of dissatisfaction response intentions. Furthermore, the mediating analyses indicated that the influence of past behavior was mediated by mediator. In the contests of exit behavior, the effect of past behavior on intention to exit was mediated by attitude, subjective norm and perceived behavioral control.