Willingness to pay in negative restaurant service encounters

The aim of this research is to propose and test a comprehensive research model to understand the influence of food quality, service quality, ambiance, and value on consumer WTP in negative service encounters. Using DINESERV as the theoretical background, a mixed methodology (ANOVA and structural equation modeling) was utilized for the study using a between-subjects experimental design. Data was collected using an online survey from students (Study 1) as well as restaurant consumers (Study 2). The structural equation modeling provided evidence for the arguments that food quality, ambiance, and value are significant predictors of customer WTP in a negative restaurant service encounter. Theoretical and managerial implications were discussed.