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KMID : 0665420060210050500
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Korean Journal of Food Culture
2006 Volume.21 No. 5 p.500 ~ p.506
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Mediating Effects of the Factors on the Relationships between Customers’ Past Behavior and Intention to Voice at Western Restaurant in Suncheon City
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Pyo Gil-Taek
Kang Jong-Heon
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Abstract
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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 voice of dissatisfaction responses. Results of the study demonstrated that the inclusion of past behavior 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 voice behavior, the effect of past behavior on intention was not mediated by attitude and perceived behavioral control. Meanwhile, subjective norm mediated the relationship between past behavior and the intention to engage in voice behavior.
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KEYWORD
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past behavior, attitude, subjective norm, perceived behavioral control, voice behavior, mediator
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