The effect of service failure attribution on consumer complaint behavior: the mediating role of negative emotion

The service industry with high interactivity and high-conflict as its characteristics is facing increasing service failure. Service corporations should pay intense attention to the psychological handling mechanism with customers who have suffering service failure. Previous researches on consumer complaint behavior (CCB) are mostly manipulated from the perspective of business point or individual economic utility. This article attempts to draw a customer overall psychological process after service failure. Our results indicate that emotion has mediating effect between service failure attribution and CCB. Theoretical and practical implications for complaints handling are discussed.