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Library's collection Library's IT development CancelConsumer satisfaction plays an important role in business (Wilson, 2009).
However, when customer expectation is not fulfilled, customer feel disappointed
complaint Customer complaints are something usual since "Mistakes
are unavoidable feature of all human endeavor and thus also of service delivery"
(Johnston, 2001). With the increasing number of restaurant in Surabaya and the increase of social media usage,
the author is compelled to research on how customer
of restaurant industry in Surabaya behave when they face service failure, especially
media as a channel. According to Balaji et al. (2015)
there are six factors that affect consumer complaint behavior.
There are 144 valid response collected and it is collected using convenience
sampling. Collected data are then analyzed using multiple regression. The result of
the research shows that Surabaya citizen have a tendency to not complaint in an
event of service failure. The result was support.ed by the Indonesian culture
explained using Hofstede's cultural dimension. Thus from the findings it is
suggested that restaurant industry in Surabaya should encourage their customer to
give feed backs to the restaurant instead of complaining to other entities.