The consumer anger phenomena: causes and consequences

PurposeThe purpose of this paper is to explore consumer anger phenomena.Design/methodology/approachThe research utilized the critical incident technique and three different samples to thoroughly explore the consumer anger phenomena.FindingsThe 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/implicationsFuture research could examine the role switching barriers play in consumer anger episodes.Practical implicationsAngering 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/valueThis 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.</jats:sec

Reprisal, retribution and requital: Investigating customer retaliation

Customers, regardless of context or culture, will go to any extreme to retaliate against an offending service provider. Retaliation is an action taken in return for an injury or offense [Huefner, J.C. and H.K. Hunt, "Consumer retaliation as a response to dissatisfaction," J Consum Satisf Dissatisfaction Complaining Behav, (2000); 13, 61-82.]. To date, research has had only a limited discussion of customer's use of anti-consumption behaviors as an expression of retaliation. This study uses qualitative methods to demonstrate that the motivations for retaliation extend beyond simply "getting even," customers retaliate to teach the service provider a lesson or to save others from the same fate. The research identifies specific roles taken by customers as they retaliate, the emotions of customers and store issues that are at the root of these behaviors. In addition, the authors categorize a range of retaliatory behaviors as follows: cost/loss; consumption prevention; voice, exit and betrayal; and boycotting.Retaliation Qualitative methods Personal interviews Customer behavior Anti-consumption