Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/28703
Title: Examining perceived betrayal, desire for revenge and avoidance, and the moderating effect of relational benefits
Authors: Lee, JS 
Pan, S 
Tsai, H 
Keywords: Revenge
Avoidance
Relational benefits
Perceived betrayal
Issue Date: 2013
Publisher: Pergamon Press
Source: International journal of hospitality management, 2013, v. 32, p. 80-90 How to cite?
Journal: International journal of hospitality management 
Abstract: Using the concept of relational benefits, perceived betrayal, and desire for revenge and avoidance, the current study aims to investigate the evolution to retaliatory intention through perceived betrayal in the upscale restaurant industry. Customers feel more betrayed with food service failure than with employee service failure, whereas the issue of price fairness does not trigger feelings of betrayal. Once customers reach the affective state of betrayal, they engage in a desire for revenge and avoidance. The moderating effect of relational benefits shows that once the frequent patrons feel betrayed, they display the effect of "love-becomes-hate," such that high relational customers develop desire for avoidance more strongly than do low relational customers. The results would allow restaurant operators to gain insight on how customers develop retaliatory intention and to realize the importance of preventing customer perception of betrayal.
URI: http://hdl.handle.net/10397/28703
ISSN: 0278-4319
EISSN: 1873-4693
DOI: 10.1016/j.ijhm.2012.04.006
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