Examining perceived betrayal, desire for revenge and avoidance, and the moderating effect of relational benefits

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. (C) 2013 Elsevier Ltd. All rights reserved.