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The consumer anger phenomena: causes and consequences

The consumer anger phenomena: causes and consequences Purpose – The purpose of this paper is to explore consumer anger phenomena. Design/methodology/approach – The research utilized the critical incident technique and three different samples to thoroughly explore the consumer anger phenomena. Findings – The research identified three causes of consumer anger: broken promises, unfair treatment and expressed hostility, and detailed the effects of consumer anger beyond decisions to continue or terminate service provider relationships. Research limitations/implications – Future research could examine the role switching barriers play in consumer anger episodes. Practical implications – Angering consumers comes with an array of damaging consequences that extend beyond the decision to continue or terminate the service provider relationship. As a result, managers must realize that the absence of switching behavior does not necessarily constitute success. Originality/value – This study extends previous research by using a grounded theory approach to uncover three broad causes of consumer anger. In addition, this study reveals consumer use of additional consequences (i.e. reducing patronage, changing locations, avoiding certain employees) in response to anger evoking encounters. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

The consumer anger phenomena: causes and consequences

Journal of Services Marketing , Volume 25 (6): 9 – Sep 13, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876041111161014
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to explore consumer anger phenomena. Design/methodology/approach – The research utilized the critical incident technique and three different samples to thoroughly explore the consumer anger phenomena. Findings – The research identified three causes of consumer anger: broken promises, unfair treatment and expressed hostility, and detailed the effects of consumer anger beyond decisions to continue or terminate service provider relationships. Research limitations/implications – Future research could examine the role switching barriers play in consumer anger episodes. Practical implications – Angering consumers comes with an array of damaging consequences that extend beyond the decision to continue or terminate the service provider relationship. As a result, managers must realize that the absence of switching behavior does not necessarily constitute success. Originality/value – This study extends previous research by using a grounded theory approach to uncover three broad causes of consumer anger. In addition, this study reveals consumer use of additional consequences (i.e. reducing patronage, changing locations, avoiding certain employees) in response to anger evoking encounters.

Journal

Journal of Services MarketingEmerald Publishing

Published: Sep 13, 2011

Keywords: Emotions; Service failures; Negative service encounters; Critical incident technique; Anger; Consumers; Emotional dissonance

References