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KMID : 0665220110240030329
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Korean Journal of Food and Nutrition
2011 Volume.24 No. 3 p.329 ~ p.339
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The Effects of Service Failure Magnitude on Perceived Justice, Positive Emotion, and Revisit Intention in Restaurants -A Comparison of Korean and American Customer Perceptions-
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Yi Na-Young
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Abstract
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The purpose of this study was to compare the effects of service failure magnitude on perceived justice, positive emotion, and revisit intention at restaurants between a collectivist culture(Korea) and an individualistic culture(United States). The results showed that the higher a customer`s perception of service failure magnitude, the lower the perceived recovery justices in both cultures. The distributive, procedural, and interactional justices had a favorable effect on positive emotions in both cultures. Other findings revealed that interactional justice was the best predictor of revisit intention in Korea, while distributive justice was the best determinant of revisit intention in the United States. This research suggests that global restaurant managers need to understand how cultural orientation influences consumer perceptions of service failures in order to develop a highly targeted and effective service recovery.
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KEYWORD
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Korea, United State, service failure, justice, emotion, revisit intention
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