Diffusing customer anger in service recovery: A conceptual framework

Nguyen, D. and McColl-Kennedy, J. R. (2003) Diffusing customer anger in service recovery: A conceptual framework. Australasian Marketing Journal, 11 2: 46-55. doi:10.1016/S1441-3582(03)70128-1


Author Nguyen, D.
McColl-Kennedy, J. R.
Title Diffusing customer anger in service recovery: A conceptual framework
Journal name Australasian Marketing Journal
ISSN 1441-3582
Publication date 2003-01-01
Sub-type Article (original research)
DOI 10.1016/S1441-3582(03)70128-1
Open Access Status Not yet assessed
Volume 11
Issue 2
Start page 46
End page 55
Total pages 10
Editor M. Uncles
P. Patterson
Place of publication Sydney
Publisher ANZMAC
Language eng
Subject C1
350100 Accounting, Auditing and Accountability
720401 Marketing
Abstract Knowing how to handle angry customers following a service failure is an important aspect of a service provider's work role. This paper presents a conceptual framework to help marketing academics and managers better understand: (1) how customer anger is provoked by a service failure; and (2) how customer anger may be reduced through using specific service recovery attempts by service providers. Specifically, we propose a two-phase conceptual model incorporating pre-service recovery (Phase 1) and service recovery (Phase 2). We argue that in Phase 1, an external cause produces anger and that cognitive appraisal is undertaken specifically in terms of: (a) goal relevance; (b) goal incongruence; and (c) ego-involvement - and this moderates the intensity of anger experienced by the customer. In Phase 2, we argue that customer anger can be reduced if the service provider undertakes the following: (a) listening; (b) engaging in blame displacement; and (c) providing an apology to the customer.
Keyword Customer anger
Emotions
Service failure
Service recovery
Q-Index Code C1
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
2004 Higher Education Research Data Collection
UQ Business School Publications
 
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Created: Wed, 15 Aug 2007, 05:12:03 EST