Abstract
ABSTRACT Focusing on negative emotions and compensation preference, this article innovatively classifies customers encountering service failure into four types: troublesome, opportunistic, emotional and friendly. To test the rationality of the classification, loyalty differences were examined in both core service failure and interpersonal service failure scenarios by a scenario-based experimental method. The results reveal that customers show different loyalty in these two scenarios. Friendly customers have higher loyalty than the other three, while troublesome customers are least loyal. Emotional and opportunistic customers’ loyalty is similar and falls between the extremes. The targeted remedies are discussed for travel agencies and tourism organizations.
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