Word-of-mouth of dissatisfied customers: A segmentation approach in restaurants services

Abstract

This paper deals with the study of word-of-mouth reviews of dissatisfied customers in the context of the restaurants from the segmentation approach. The aim is to examine the relationship between negative word-of-mouth and dissatisfaction level, negative affects, previous experience, complaint responses and exit behavior. Two segments have been identified with different negative word-of-mouth and have been described by above variables: “the most voice consumers”, who tell more people about their negative experience and with the worst comments, and “the least voice consumers”. Interesting results are obtained for the management and future research is suggested.