Affective responses to service failure: Anger, regret, and retaliatory versus conciliatory responses
Carolyn Bonifield () and
Marketing Letters, 2007, vol. 18, issue 1, pages 85-99
After a service failure, consumers make appraisals or assessments about the characteristics of this failure. These appraisals, in turn, affect how a consumer responds emotionally and behaviorally. Using an appraisal-tendency framework, we predict that two negatively valenced emotions (anger and regret) underlie or mediate the effects of consumers’ appraisals about service failure on post-purchase behaviors. Consistent with the predictions, in a laboratory study, we find that anger plays a powerful role in explaining retaliatory behaviors, and that both anger and regret account for the effect of appraisals on conciliatory behaviors. We extend the same appraisal-tendency framework to predict how changes in emotions underlie the effects of recovery efforts on post-purchase behaviors. Again consistent with predictions, in the laboratory study and in a web-based study, we find that recovery efforts that reduce anger decrease retaliatory behaviors. However, both studies provide less clear-cut evidence about the emotional mediators between recovery efforts and conciliatory behaviors. Because conciliatory behaviors are important behaviors for businesses to promote, future research should explore what other emotions explain recovery effort effects on conciliatory behaviors. Copyright Springer Science+Business Media, LLC 2007
Keywords: Post-purchase; Anger; Regret; Recovery (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations View citations in EconPapers (6) Track citations by RSS feed
Downloads: (external link)
Access to full text is restricted to subscribers.
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: http://EconPapers.repec.org/RePEc:kap:mktlet:v:18:y:2007:i:1:p:85-99
Ordering information: This journal article can be ordered from
http://www.springer. ... etailsPage=societies
Access Statistics for this article
Marketing Letters is currently edited by Joel Steckel and Peter Golder
More articles in Marketing Letters from Springer
Series data maintained by Sonal Shukla ().