Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
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College Students' Dissatisfaction, Complaints, Compensation and Repurchase Intentions of Food services

대학생 외식소비자의 불만족, 불평행동, 보상방법 등이 재방문 의도에 미치는 영향에 관한 연구

  • Yoo, Doo-Ryon (Department of Family Life Welfare and Housing, Catholic University of Daegu)
  • 유두련 (대구가톨릭대학교 생활복지주거학과)
  • Published : 2008.12.30
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Abstract

The aim of this study was to analyse the consumer dissatisfaction, complaint and repurchase intentions in foodservices with a particular focus on college students. For this investigation we analysed the responses of 520 college students interviewed from Daegu Gyeongbuk Province. The SPSS/WIN version 12.0 and AMOS version 6.0 were used to analyse collected data. The results were as follows : 1) Factor analysis identified 5 different consumer dissatisfaction factors: facilities, waiter/waitresses behavior, food quality, service, store operating. The level of food quality dissatisfaction was most high. Consumer complaints came in three forms: public, personally and no action. The level of personal complaint was most high. 2) AMOS analysis found that public complaints had the most influence on repurchase intentions. 3) Dissatisfaction was highest with fast food restaurants, which also received the most public complaints. 4) Dissatisfaction, complaints, and compensation strongly influenced eating-out and spending motivation of college students.

Keywords

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