Customer rage back-story: Linking needs-based cognitive appraisal to service failure type

Surachartkumtonkun, Jiraporn, Patterson, Paul G. and McColl-Kennedy, Janet R. (2013) Customer rage back-story: Linking needs-based cognitive appraisal to service failure type. Journal of Retailing, 89 1: 72-87. doi:10.1016/j.jretai.2012.06.001

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Author Surachartkumtonkun, Jiraporn
Patterson, Paul G.
McColl-Kennedy, Janet R.
Title Customer rage back-story: Linking needs-based cognitive appraisal to service failure type
Journal name Journal of Retailing   Check publisher's open access policy
ISSN 0022-4359
Publication date 2013-03
Year available 2012
Sub-type Article (original research)
DOI 10.1016/j.jretai.2012.06.001
Open Access Status
Volume 89
Issue 1
Start page 72
End page 87
Total pages 16
Place of publication Oxford, United Kingdom
Publisher Pergamon
Collection year 2013
Language eng
Abstract 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.
Keyword Customer rage
Service failure and recovery
Psychological needs
Cognitive appraisal
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Available online: 24 July 2012.

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2013 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 12 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 17 times in Scopus Article | Citations
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Created: Tue, 31 Jul 2012, 18:47:21 EST by Karen Morgan on behalf of UQ Business School