摘要： We examined how expected or unexpected costs affect restaurant customers' attitudes toward the dissemination of negative word-of-mouth (WOM) when service failure occurs. A 2 (customer punishment: expected and unexpected) × 3 (relationship type: encounter, pseudo, and intimate) mixed factorial experimental design was adopted to examine the dissemination of negative WOM. The results indicated that service failure exerted significant and nonsignificant primary effects on expected punishment and relationship type, respectively. A significant interaction was observed between expected punishment and both encounter and intimate relationship types, but not between expected punishment and the pseudo relationship type. In sum, expected punishment and relationship type influenced negative WOM. 其他題名： Soc Behav Personal 出版者： Palmerston North: Scientific Journal Publishers 出版日期： 2014-11-01 出處： Social behavior and personality, 2014-11, Vol.42 (10), p.1675-1687 資源來源： EBSCOhost Academic Search Premier 版權： COPYRIGHT 2014 Scientific Journal Publishers, Ltd. 版權： Copyright Scientific Journal Publishers Ltd 2014 識別號： ISSN: 0301-2212 識別號： ISSN: 1179-6391 識別號： EISSN: 1179-6391 識別號： DOI: 10.2224/sbp.2014.42.10.1675 識別號： CODEN: SBHPAF
