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

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26 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)80-90
Number of pages11
JournalInternational Journal of Hospitality Management
Issue number1
Publication statusPublished - 1 Mar 2013


  • Avoidance
  • Perceived betrayal
  • Relational benefits
  • Revenge

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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