Beyond valence in customer dissatisfaction: A review and new findings on behavioral responses to regret and disappointment in failed services
Year: 2004
Type: preprint
Study design: Observational Study
Abstract: Dissatisfied customers may express their dissatisfaction behaviorally. These behavioral responses may impact the firms' profitability. How do we model the impact of emotions on satisfaction and subsequent customer behaviors? There are essentially two approaches: the valence-based approach and the specific emotions approach. The authors indicate theoretically and show empirically that it matters to distinguish these approaches in services research. Dissatisfaction and the specific emotions disappointment and regret were assessed and their influence on customers' behavioral responses (complaining, switching, word-of-mouth, and customer inertia) was examined, using a sample of over 900 customers. It was found that emotions have a direct impact on behavior, over and above the effects of dissatisfaction. Hence, the authors argue against incorporating emotions such as regret and disappointment into a general (dis)satisfaction measure (i.e., the valence-based approach), and in favor of a specific emotions approach to customer dissatisfaction. Implications for services marketing practice and theory are discussed.
Authors: Marcel Zeelenberg, Rik Pieters
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2288961582