摘要：The main purpose of this research is to study whether the behavioural responses of consumers to a failed service are different according to the emotions they experience. Specifically, the paper analyzes the effect of anger and regret on consumers’ complaining behaviour, post purchase behaviour and the importance attached to different potential service recovery strategies to be carried out by the company. The findings from an empirical study conducted in hotels and restaurants show that both, angry and regretful customers are reluctant to return to the company in the future, spread negative word-of-mouth about the provider and value similarly different service recovery strategies. However, angry customers are more prone to complain to the company whereas regretful consumers are more sympathetic with the staff.
其他摘要：The main purpose of this research is to study whether the behavioural responses of consumers to a failed service are different according to the emotions they experience. Specifically, the paper analyzes the effect of anger and regret on consumers’ complaining behaviour, post purchase behaviour and the importance attached to different potential service recovery strategies to be carried out by the company. The findings from an empirical study conducted in hotels and restaurants show that both, angry and regretful customers are reluctant to return to the company in the future, spread negative word-of-mouth about the provider and value similarly different service recovery strategies. However, angry customers are more prone to complain tothe company whereas regretful consumers are more sympathetic with the staff.
