Consumer revenge behavior: A cross-cultural perspective

Zourrig, Haithem; Chébat, Jean-Charles; Toffoli, Roy

doi:10.1016/j.jbusres.2008.08.006

Cited by 181 publications

(215 citation statements)

References 40 publications

Supporting

Mentioning

179

Contrasting

Unclassified

Order By: Relevance

“…Revenge, according to Zourrig et al (2009), is a problem-focussed strategy, in which consumers find their solutions through revenge, which in turn releases the anger caused by the injustice. TheInternet enables consumers to publicly complain with the intention to harm a company..Research has increasingly discussed the perspectives of consumers who take revenge through the Internet (La Nagard and de Campos Ribeiro, 2011;Zourrig et al, 2009; Gregorie et al, 2010). Indirect revenge, such as public complaining online, was found not to be dependent on consumer perceived power vis-à-vis the firm unlike direct forms of revenge (e.g.…”

mentioning

confidence: 99%

User-generated content behaviour of the dissatisfied service customer

Presi

Saridakis

Hartmans

2014

European Journal of Marketing

View full text Add to dashboard Cite

User-generated content behaviour of the dissatisfied service customer Structured Abstract Purpose This study focuses on the motivation of service customers to create user-generated content (UGC) after a negative service experience. In examining this relationship, the moderating role of "extraversion" personality trait is also taken into consideration. Furthermore, the paper examines how differently motivated service customers react to a firm's service recovery strategies, whilst, insights into the relationship between UGC creation and specific online platform usage are also provided. Design/methodology/approachWe use SEM to test our conceptual model, based on an empirical dataset collected from an online survey research of 239 service customers. The dataset pertains to international travellers and their UGC behaviour after a negative travel experience. FindingsAltruistic, vengeance and economic motivations are strong drivers for UGC creation after a negative service experience. Motivations also correlate to participation in specific online platforms. Furthermore, it is shown that highly extraverted customers create more UGC after a negative service experience when motivated by vengeance. Finally, higher levels of altruistic and self-enhancement motivations correlate with a positive attitude towards a firm's response, whereas customers who are motivated by vengeance have a negative attitude towards a firm's response. Practical implicationsCustomers who share their negative service experience by creating UGC in social media, can be segmented according to their motivation. Service providers should inspect the UGC of their customers to understand the motivation behind it. The motivations to create UGC varies across platforms, and hence, customized service recovery strategies are required. Originality/valueThis paper examines UGC creation in relation to motivation, extraversion, and attitude towards a firm's response. This is the first reported application which collectively examines important issues like these in a unified theoretical framework.Keywords: User-generated content, motivation, extraversion, social media, word-of-mouth, service recovery Article Classification: Research paper 2 User-generated content behaviour of the dissatisfied service customer IntroductionThe web 2.0 interface encourages Internet users to produce user-generated content (UGC), which refers to any material created and uploaded to the Internet by non-media professionals, whether it is a comment posted on Amazon.com, a professional-quality video uploaded to YouTube, or a student's profile on Facebook (Interactive Advertising Bureau, 2008). From a service customer's perspective, much of the UGC is directed at fellow Internet users, which include friends, family, fellow service customers and service providers, through personal communication and information exchange in a variety of online platforms (Sigala, 2008). When the delivered service does not meet customers' expectations, service failure occurs which leads to dissatisfaction (Oliver, 1...

show abstract

mentioning

confidence: 99%

User-generated content behaviour of the dissatisfied service customer

Presi

Saridakis

Hartmans

2014

European Journal of Marketing

View full text Add to dashboard Cite

show abstract

“…Despite the fact that most of the literature examines forgiveness following a specific offense, the concept has also a dispositional character, which very few studies addressed (e.g., Berry, Worthington, Parrott, O'Connor, & Wade, 2001). 1) nikoletta.siamagka@kcl.ac.uk Forgiveness in the marketing domain has mostly been investigated in the context of services failures (e.g., Tsarenko & Tojib, 2011;Zourrig et al, 2009). Most of the research in this area relates to the concept of consumer forgiveness, which is defined as 'consumers' willingness to give up retaliation, alienation, and other destructive behaviours, and to respond in constructive ways after an organisational violation of trust and the related recovery efforts' (Xie & Peng, 2009, p. 578).…”

Section: Literature Reviewmentioning

confidence: 99%

Understanding Consumer Brand Forgiveness

Siamagka

Christodoulides

2016

Global Marketing Conference Proceeding

View full text Add to dashboard Cite

“…As the desire for revenge is a need, it can either be repressed or acted upon (Gregoire et al, 2010;Gregoire and Fisher, 2006;Zourigg et al, 2009). These revenge behaviours are defined as a categorisation of actions performed by consumers in order to warn other consumers against the firm responsible, to cause harm to the firm or to gain closure surrounding the incident (Bougie et al, 2003;Cheng et al, 2006;Gregoire et al, 2010;Gregoire and Fisher, 2006).…”

Section: From Service Failure To Revengementioning

confidence: 99%

“…Revenge behaviours are the actions that a consumer takes against a firm after service failure, with the intention to cause harm or get even with the firm (Cheng et al, 2006;Gregoire et al, 2010;Hibbard et al, 2001;Ward and Ostrom, 2006;Zourigg et al, 2009). Revenge behaviours are classified as either direct or indirect.…”

Section: Introductionmentioning

confidence: 99%

Customer relationship satisfaction and revenge behaviors: Examining the effects of power

Mdakane¹,

Muhia²,

Rajna³

et al. 2012

Afr. J. Bus. Manage.

View full text Add to dashboard Cite

A customer's revenge can significantly impact a company's reputation. After a service failure, a desire for revenge is created and customers can decide to either commit direct or indirect revenge. With direct revenge, customers have a direct altercation with the company's staff and albeit negative, it allows companies the opportunity for service recovery. Indirect revenge, on the other hand, is much more damaging where customers partake in negative Word Of Mouth (WOM) both online and offline. Therefore, better understanding customer revenge behaviour is important for marketing managers. Two key issues have not been resolved in the customer revenge debate: first, what the influence of relationship quality is. Does relationship quality negatively impact desire for revenge or the so-called "love is blind" approach; or does relationship quality increase the likelihood of desire for revenge and eventual revenge behaviour; or the "love is hate" approach. The second issue is what the role of consumer power and empowerment has on whether consumers partake in direct or indirect revenge. Through a self-completion survey, this study finds support for the "love is blind" approach, finding that relationship satisfaction reduces the desire for revenge. In addition, it shows that power was positively related to customers' desire for revenge and empowerment positively related to their direct revenge behaviours, the better of the two evils. The study outlines how firms can use customer relationship management to manage customer satisfaction and empowerment in order to protect their equity and reputation in the event of a service failure.

show abstract

Consumer revenge behavior: A cross-cultural perspective

Cited by 181 publications

References 40 publications

User-generated content behaviour of the dissatisfied service customer

User-generated content behaviour of the dissatisfied service customer

Understanding Consumer Brand Forgiveness

Customer relationship satisfaction and revenge behaviors: Examining the effects of power

Contact Info

Product

Resources

About