Customer Rage Back-Story: Linking Needs-Based Cognitive Appraisal to Service Failure Type

The back-story of customer rage, that is, what is behind a rage episode, specifically the customer's cognitive appraisal processes that trigger extreme negative emotions, and the customer's background (culture) is not well understood. This study involving 435 adult customers, investigates over two time periods (Episode 1: initial failure, and Episode 2: ineffective recovery), the association between the initial service failure type, subsequent ineffective service recovery attempts, and customers’ cognitive appraisals. Our two country research clearly shows that service failure types are differentially associated with different forms of cognitive appraisals (i.e., perceived threats to resources, self-esteem, justice, control, and physical well-being), irrespective of the customer's home country. However, US and Thai customers appear to place different relative importance on cognitive appraisal types. Marketing managers can use this study to identify triggers of customer rage thus equipping them to implement strategies designed to mitigate this potentially harmful behavior.

Customer rage back-story: At Episode 1 a customer experiences an initial service failure which then triggers the initial cognitive appraisal. Following a complaint to the service employee regarding the initial service failure, at Episode 2 employee provides ineffective (or nonexistent) service recovery, which then in turn triggers the customer's (re)appraisal process.Figure optionsDownload as PowerPoint slideHighlights
► The back-story of customer rage examines customers’ cognitive appraisal processes that trigger extreme negative emotions.
► We examine the association between service failure type, subsequent ineffective service recovery, and customers’ cognitive appraisals.
► The research questioned 435 customers from the US and Thailand over two time periods.
► US and Thai customers appear to place different relative importance on various cognitive appraisals.
► Marketing managers can use this study to recognize triggers of customer rage.