Angry customers don't come back, they get back: The experience and behavioral implications of anger and dissatisfaction in services

By Roger Bougie, Rik Pieters, M. Zeelenberg. 2003

946 citations recorded by the source corpus.

This article investigates the specific experience of anger and dissatisfaction and their effects on customers' behavioral responses to failed service encounters across industries. Study 1 demonstrates that anger and dissatisfaction are qualitatively different emotions with respect to their idiosyncratic experiential content. Study 2 builds on these findings and shows how anger and service encounter dissatisfaction differentially affect customer behavior. It provides empirical support for the contention that anger mediates the relationship between service encounter dissatisfaction and customers' behavioral responses. The findings of Study 2 diverge from previous findings in marketing on the interrelationships between customer satisfaction/dissatisfaction, related consumption emotions, and customers' behavioral responses to service failure. The implications of these findings for services marketing theory and practice are delineated.

Subfields: Organizational Behavior and Human Resource Management, Social Psychology, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/92aea5f5bf4b6204c8dd504cbab44ee51a5a2f42

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In Organizational Behavior and Human Resource Management

In Social Psychology

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Citations in the corpus

Challenges in Sentiment Analysis (2017, background): “…sentiment towards products, movies, politicians, and companies (O’Connor et al. 2010; Pang and Lee 2008), improving customer relation models (Bougie et al. 2003), detecting happiness and well-being (Schwartz et al. 2013), tracking the stock market (Bollen et al. 2011), and improving…”
The influence of emotions on customer's cognitive evaluations and satisfaction in a service failure and recovery context (2008, background): “Although, for some years now, emotions have been shown to play a key role in goods and service evaluations (Bagozzi, Gopinath, & Nyer, 1999 ), only a few relatively recent studies of service failure and recovery have taken emotions into consideration (Andreassen, 2000 ; Bougie, Pieters, & Zeelenbe”
Influences of consumer characteristics on fairness perceptions of revenue management pricing in the hotel industry. (2011, background): “For example, people may sanction a business by avoiding repeat custom, by spreading negative word-of-mouth recommendations, or even by using violence (Bougie et al., 2003).”
Transformational Relationship Events (2015, background): “Betrayal drives people to expend time, energy, and resources, with no foreseeable economic return, in an effort to retaliate against the betrayer (Bougie, Pieters, and Zeelenberg 2003).”
Expanding customer engagement: the role of negative engagement, dual valences and contexts (2020, background): “Anger is a strongly held negative emotion aroused by and directed at the misbehaviour of others (Bougie et al., 2003).”
Customer betrayal and retaliation: when your best customers become your worst enemies (2008, methodology): “Compared to anger, an intense and action-driven emotion (Bougie et al. 2003), betrayal involves the formation of beliefs about a violation.”
Insights into the Experience of Brand Betrayal: From What People Say and What the Brain Reveals (2018, neutral): “Both betrayal and dissatisfaction have been shown to evoke consumer anger at the brand (Westbrook and Oliver 1991; Bougie et al. 2003; Grégoire and Fisher 2008).”
A comprehensive model of customer direct and indirect revenge: understanding the effects of perceived greed and customer power (2010, background): “In this stream, the emotion anger—defined as a strong emotion that involves an impulse to respond and react—has been particularly popular (e.g., Bougie et al. 2003 ).”
Modeling regret effects on consumer post‐purchase decisions (2011, background): “In a service context, Bougie et al. (2003) show that negative emotion, such as anger, can serve as a mediator between outcome measures such as satisfaction and behavioral response to failures.”
Emotional timescapes: the temporal perspective and consumption emotions in services (2015, background): “There are indications that consumption emotions have an impact on behavioural intentions such as word-of-mouth (Bougie et al., 2003) and customer loyalty (White, 2006).”