This Article Full Text (PDF) All Versions of this Article: 1096348007309570v1 32/1/89    most recent References Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Reprints and Permissions Add to My Marked Citations Google Scholar Articles by Mattila, A. S. Articles by Ro, H. Social Bookmarking                   What's this?

Discrete Negative Emotions and Customer Dissatisfaction Responses in a Casual Restaurant Setting

Pennsylvania State University, University Park, asm6{at}psu.edu

Heejung Ro

University of Central Florida, Orlando, hro{at}mail.ucf.edu

The primary purpose of this study is to investigate customers' emotional responses following a service failure in a restaurant setting. Specifically, this study investigates how specific emotions (anger, disappointment or regret, worry) influence consumers' behavioral intentions. To gain a richer understanding of consumers' coping behaviors, the authors examine customers' locus of failure attributions. By using a 3 x 2 factorial between-subjects design, three attribution types (internal, external, and control condition) are matched with two service recovery outcomes (positive and negative). Findings suggest that customers with feelings of anger and disappointment or regret are likely to engage in various dissatisfaction responses (e.g., direct complaining, negative word-of-mouth, and switching), whereas worried customers are not. Attributing the failure to internal or external causes reduce switching and negative word-of-mouth intentions. Finally, the study results indicate that feelings of anger spill over to postrecovery satisfaction.

Key Words: negative emotions • attribution • dissatisfaction responses • service recovery

CiteULike    Connotea    Del.icio.us    Digg    Reddit    Technorati    What's this?