Customer rage episodes: Emotions, expressions and behaviors

McColl-Kennedy, Janet R., Patterson, Paul G., Smith, Amy K. and Brady, Michael K. (2009) Customer rage episodes: Emotions, expressions and behaviors. Journal of Retailing, 85 2: 222-237. doi:10.1016/j.jretai.2009.04.002

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Author McColl-Kennedy, Janet R.
Patterson, Paul G.
Smith, Amy K.
Brady, Michael K.
Title Customer rage episodes: Emotions, expressions and behaviors
Journal name Journal of Retailing   Check publisher's open access policy
ISSN 0022-4359
Publication date 2009-06-01
Year available 2009
Sub-type Article (original research)
DOI 10.1016/j.jretai.2009.04.002
Open Access Status DOI
Volume 85
Issue 2
Start page 222
End page 237
Total pages 16
Editor J. R. Brown
R. R. Dant
Place of publication New York, NY
Publisher Elsevier Science
Language eng
Subject C1
1505 Marketing
910402 Management
Abstract In this research, we examine customer rage-associated emotions, expressions, and behaviors following service failure. Three independent studies involving 656 respondents and multiple methods are employed to investigate customer rage. Scales for each form of rage emotion, expression, and behavior were developed and used to assess their interrelationships. Results suggest that different forms of customer rage emotions tend to be linked to different types of expressions and behaviors. For example, both Rancorous Rage and Retaliatory Rage emotions tend to increase Verbal expressions (such as raising one's voice, yelling, and making insulting remarks). In contrast, Retaliatory Rage emotion increases Physical expressions (tried to physically harm a service employee, tried to cause damage to property, and threatened to damage property) and Displaced expressions (took anger out on other people nearby, yelled at other people, and took their anger out on other people later on) whereas Rancorous Rage emotion decreases Physical and Displaced expressions. Interestingly, Verbal expressions are linked to passive-aggressive behaviors, such as switching service providers and spreading negative word of mouth while Physical expressions are linked to relatively aggressive behavior, such as a desire for revenge. Implications for scholarly research and retailers are discussed.
Keyword Customer rage emotions
Customer rage expressions
Customer rage behaviors
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: 2010 Higher Education Research Data Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 77 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 85 times in Scopus Article | Citations
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Created: Wed, 01 Jul 2009, 00:11:37 EST by Karen Morgan on behalf of UQ Business School