Staff interactions and individual influences on complaint behaviour in restaurants

This study examines the influence of early staff interactions and individual characteristics on customer complaint behaviour during restaurant dining. A two-stage mixed-methods design was employed: Study 1 surveyed 790 diners, measuring sociodemographic and personality variables alongside self-reported propensity to complain. Study 2 applied these findings in a longitudinal design tracking 98 customers across 994 restaurant visits over one year, capturing individual and situational factors, including staff interactions. Drawing on voice/exit theory and cognitive appraisal frameworks, findings identify redress orientation as a consistent predictor of complaint propensity, whilst empathy reduces both the likelihood of perceived dissatisfaction and willingness to raise issues verbally. Early staff interactions, particularly making customers feel special upon arrival, significantly reduced complaint propensity, as did service quality and friendliness. These findings contribute to the understanding of the individual and situational determinants of complaint behaviour in the UK hospitality industry.