Abstract
While anger is the dominant affective reaction following service failure, little research focused on its potentially damaging effects. Different consumers can have different emotional reactions to the same event depending on their expectations and personality situations. The present study aims to discover the circumstances where consumers reveal an anger emotion toward the apparel retail stores. The study also investigates how this anger situation impacts consumers’ purchasing decisions and attitudes toward the apparel retail stores. Results revealed five major sources of anger that influence consumers in a negative manner both in terms of their attitude toward a particular retail store and their acts of purchases from the store.
Highlights
Understanding consumer behavior, tailoring marketing efforts and eventually maximizing customers’ loyalty is crucial in today’s competitive environment
The present study aims to discover the circumstances where consumers reveal an anger emotion toward the apparel retail stores
A consumer behavior after an undesirable service experience is one the major situations which a firm should handle in a delicate manner
Summary
Understanding consumer behavior, tailoring marketing efforts and eventually maximizing customers’ loyalty is crucial in today’s competitive environment. When consumers face with an unwanted or a complaining situation, such as waiting for service, dealing with unresponsive or impolite employees and billing errors (Bougie, Pieters, & Zeelenberg, 2003) they may experience anger They typically feel like behaving aggressively, saying something nasty and they tend to attack the target (Deffenbacher, Lynch, Oetting, & Swaim, 2002; Fitness, 2000; Bougie, Pieters, & Zeelenberg, 2003), with potentially negative consequences for both consumers and firms. Marketing researchers and practitioners are interested in better understanding consumer emotions, especially negative emotions as they are often present in customer—employee interactions and influence customer satisfaction, responses to service failure, complaining behavior, and repeat purchase (Andreassen, 2001; Dube & Morgan, 1998; Smith & Bolton, 2002). They range from mild (e.g., annoyance) to moderate (e.g., anger) to strong (e.g., rage)
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