서비스 전환행동 및 비용에 관한 연구

The study on service switching behavior and costs: CIT of restaurant customers

The purpose of this study was to analyze service switching behavior and its consequent costs among restaurant customers. The critical incidents technique(CIT) was used to illustrate and classify 437 restaurant customers' switching behavior and costs. Results reveal that core service failure was the most critical reason in the restaurant customers' service switching behavior. Confidence benefits were the most significant cost in service switching behavior. Confidence benefits and social benefits were shown to result in recurring business, although special treatment benefits were not related to customer loyalty. These results suggest that restaurant managers need to improve core service and retain customers by providing confidence and social benefits.