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Viewing report
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Shoppers Scorned. Edition No. 1
VDM Publishing House, Jan 2009, Pages: 204
In recent years the popular press has documented
increasing levels of consumer dissatisfaction.
Previous research has shown that dissatisfaction
coupled with anger can intensify consumer responses.
Despite the plethora of work conducted in the area
of (dis)satisfaction, questions remain of when and
why consumers choose to respond. This research
examines the causes of consumer anger and the
consequences of it on behavioral decisions and
future consumer usage of firm services and products.
This study explores the causes of consumer anger
using a qualitative technique and then examines the
consequences using a quantitative method. The
results of this study show that angering customers
comes with significant consequences. This research
shows that while many consumers did decide to
terminate their relationships with firms a
significant number of consumers who had prior
relationships with firms chose to stay and still
punished the firm for the anger evoking incident by
reducing or withholding their patronage.
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