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Dick's Last Resort Restaurants: A Unconventional Theme "Bad Service" Becomes Unique Experience For Guests, Sunghyeon Kim

HIM 1990-2015

The hospitality industry has focused on increasing customer satisfaction by offering services that are generally described as flawless, courteous, and friendly. Dick's Last Resort restaurants, however, are distinguished by intentionally staged erroneous, obnoxious, and rude services that nevertheless provide a unique experience for customers. This unconventional service theme might work for some customers but not for others. This study focuses on exploring the factors that lead to customer satisfaction and dissatisfaction at Dick's Last Resort restaurants. In addition, customer satisfaction levels are examined according to gender and location. Using the modified critical incident technique, 518 online reviews were analyzed through …