ANALYZING DYSFUNCTIONAL BEHAVIORS IN THE CASES OF LAO AND VIETNAMESE RESTAURANTS

Abstract

This study focused on exploring the factors impacting dysfunctional behaviour and testing the difference of perceptions between Laotian and Vietnamese consumer behaviour towards restaurant service. Several hypotheses were proposed based on consumer characteristics that could foster dysfunctional behavior. For this, an hybrid methodology was used in order to develop the questionnaire; besides, scenarios with dysfunctional behaviors were also constructed. Respondents were asked to rate the appropriateness of each behavior and answer a group of questions based on the developed hypothesis developed. The data was collected over the Internet (Facebook and online access) and the statistical methods used for analyzing were regression, EFA and CFA analysis. The results showed evidence that interpersonal influence, such as aggressiveness, self-exposure, moral flexibility and machiavellianism, and situational aspects, such as dissatisfaction and acceptance, impacted significantly on dysfunctional behavior and there was a difference of perception between Laotian and Vietnamese consumer behavior towards restaurant service.