Behavioural consequences of verbally expressed and unexpressed customer rage emotions

Abstract

Purpose The purpose of this study is to distinguish those emotions which customers express verbally during a failed remote service encounter from those which they do not. The study further attempts to investigate the post-consumption customer behaviour of verbally expressed and unexpressed negative customer emotions. Design/methodology/approach The authors used a survey-based research design. The hypotheses were tested through the “partial least squared structural equation modelling” method. Findings This study shows that in a failed remote service encounter, customers verbally express retaliatory rage emotions, such as anger and rage. At the same time, they are able to suppress rancorous rage emotions, such as disgust and contempt and do not express them verbally. The authors demonstrate that after emotions are verbally expressed during a failed remote service encounter, they are followed by the post-consumption behaviours of negative word of mouth and revenge; when emotions are not expressed verbally during a failed service encounter, they are followed up by exit behaviour. Research limitations/implications The effects of variables, such as switching costs and individual and situational factors, can be investigated in the model. Future studies can also explore the role of organizational interventions, such as explanation and apology, on negative customer emotions during failed remote service encounters. Their moderating impact on customer behaviour during and after the encounters can be investigated. Practical implications This study has much practical relevance in the post-COVID-19 world, where remote service delivery is becoming the new normal in many sectors. In remote service delivery situations, verbally unexpressed negative emotions can remain undetected; however, they have negative consequences for firms. This study underscores the need to train frontline employees to notice these unexpressed emotions so that service recoveries can be initiated. Originality/value This paper contributes to the area of dysfunctional customer behaviour and service recovery. The existing literature has not explored whether some negative emotions are expressed during a failed service encounter and then acted upon later, and some emotions are not expressed but acted upon later. This study addresses the problem of firms getting caught unawares when they find customers resorting to undesirable post-consumption behaviour without demonstrating any verbal expressions during the preceding failed service encounters.

Four decades of negative word‐of‐mouth and negative electronic word‐of‐mouth: A morphological analysis

“…Verbal retaliatory emotions like anger cause the customer to spread NWOM (Awasthi & Kumar, 2022;McColl-Kennedy et al, 2009). Further, Furrer et al (2021) examined how captive emotions ranging from anger to joy induce NWOM as a customer coping strategy by venting.…”

“…The pleasure arousal theory (Mehrabian & Russell, 1974) bifurcates rage emotion as retaliatory and rancorous rage emotions when a failure occurs. Verbal retaliatory emotions like anger cause the customer to spread NWOM (Awasthi & Kumar, 2022; McColl‐Kennedy et al, 2009). Further, Furrer et al (2021) examined how captive emotions ranging from anger to joy induce NWOM as a customer coping strategy by venting.…”

“…It would be interesting to see how customers' perceptions of response by chatbots on third-party platforms affect the post-recovery NWOM/NeWOM.As seen from the MA grid (see Figure3), researchers have studied customers' antecedents for generating and spreading NWOM/ NeWOM. Researchers can explore and test other firm-related, cognitive, emotional, individual and situational factors that cause the customer to spread NWOM and NeWOM(Awasthi & Kumar, 2022;Kim & Hwang, 2022). Researchers can also test the effect of affective drivers like discontent and insecurity on spreading NeWOM.…”

“Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect

“…Langner et al (2014) highlighted that judgments shape emotional responses and feelings toward a brand. While brand emotions have been studied (Awasthi and Kumar, 2022) as well as consumer opinions based on perceived information developed during information gathering or from past consumption experience (Kim et al, 2014), the CBBE literature lacks insight into the connection between consumer brand judgment and feeling (Keller, 2016). Wine brand literature suggested that consumers use their subjective expertise on ROO and quality to form opinions about preferred wines (Ferreira et al, 2022).…”

“…Prior studies highlighted creating emotional connections between brands and consumers. Emotion, as per this study, is a set of behavioral tendencies including expressions, actions and other behaviors that are associated with brand purchase and consumption (Awasthi and Kumar, 2022). Positive feelings strengthen consumer-brand bonds, driving actions like repurchasing and recommending (Cheung et al.…”