Customer Rage Back-Story: Linking Needs-Based Cognitive Appraisal to Service Failure Type

Material TypeArticleLanguageEnglish
TitleCustomer Rage Back-Story: Linking Needs-Based Cognitive Appraisal to Service Failure Type Author(S)Jiraporn Surachartkumtonkun (Author)
Abstract  The back-story of customer rage, that is, what is behind a rage episode, specifically the customer's cognitive appraisal processes that trigger extreme negative emotions, and the customer's background (culture) is not well understood. This study involving 435 adult customers, investigates over two time periods (Episode 1: initial failure, and Episode 2: ineffective recovery), the association between the initial service failure type, subsequent ineffective service recovery attempts, and customers’ cognitive appraisals. Our two country research clearly shows that service failure types are differentially associated with different forms of cognitive appraisals (i.e., perceived threats to resources, self-esteem ...Paginationp 72-79
SubjectCommerceDescriptors
Journal TitleJournal of Retailing  
Permanent Linksclick here