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- W2771851433 abstract "Customer revenge as a form of customer misbehaviour has attracted increasing attention in service marketing. Previous research suggests that customer revenge can take various forms, ranging from aggressive behaviours towards the employees to negative word of mouth (NWOM) (Gregoire, Laufer, & Tripp, 2010). While a number of studies have examined the cognitive aspect of customer revenge (i.e. perceived unfairness), the emotional aspect is relatively understudied. This research aims to contribute to the literature in two ways. First, it will investigate the role of three moral emotions (i.e. anger, contempt and disgust) in translating perceived unfairness into various revengeful behaviours (i.e. H1). Second, it will examine whether revenge is employed by customers as an emotion regulatory strategy to ameliorate their negative emotions (i.e. H2)." @default.
- W2771851433 created "2017-12-22" @default.
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- W2771851433 date "2017-12-06" @default.
- W2771851433 modified "2023-09-27" @default.
- W2771851433 title "Seeking Relief from Negative Emotions: Customer Revenge as an Emotional Outlet: An Abstract" @default.
- W2771851433 doi "https://doi.org/10.1007/978-3-319-66023-3_7" @default.
- W2771851433 hasPublicationYear "2017" @default.
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