RESEARCH ON THE IMPACT OF PERCEIVED SERVICE FAIRNESS AND PRICE FAIRNESS ON THE COMPLAINING BEHAVIOUR OF RESTAURANT CUSTOMERS

Abstract

Purpose -The aim of research is to determine perceptions of service fairness and price fairness of restaurant customers; to measure how perceptions of service fairness and price fairness affect their complaining behaviour. Methodology - A structured questionnaire technique was used as data collection method. A total of 410 useable questionnaires were collected from customers of 40 restaurants in Karadeniz Ereğli. The data collected was analysed using the factor analysis, regression and correlation analysis. Findings- There is moderate positive correlation between perceived service fairness and perceived price fairness in restaurant customers in Karadeniz Ereğli. A moderate negative correlation between perceived service fairness and complaining behavior was found. A low negative correlation between perceived price fairness and complaining behavior was found. Conclusion- The study provides practical implications that provides restaurants decreasing their customers’ complaining behaviour and new insight on the relationship between perceived service fairness and perceived price fairness of restaurant customers.

Keywords

• Perceived service fairness,perceived price fairness,complaining behaviour,restaurant customers,tourism marketing

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