Share a link:
https://casecent.re/p/123178
Write a review
|
No reviews for this item
This product has not been used yet
Abstract
When a service or product failure occurs, the frustrated consumer may choose to cope by holding a grudge: a negative attitude toward a firm, a planned and persistent avoidance of an offending business. Grudgeholding can include other actions such as complaining and negative word-of-mouth behaviour. This study reviews existing literature related to consumer grudgeholding and through use of an extensive empirical study, examines the extent and expression of consumer grudgeholding across individuals, aged 18-82. Study results indicate that grudgeholding is prevalent among individuals of all ages; however, the impact of grudgeholding on the firm differs depending on the age of the offended customer. Older consumers differ from younger ones in their manifestation of the communication and feelings associated with the grudge. Implications and recommendations for managers are provided, as well as suggestions for future research.
About
Abstract
When a service or product failure occurs, the frustrated consumer may choose to cope by holding a grudge: a negative attitude toward a firm, a planned and persistent avoidance of an offending business. Grudgeholding can include other actions such as complaining and negative word-of-mouth behaviour. This study reviews existing literature related to consumer grudgeholding and through use of an extensive empirical study, examines the extent and expression of consumer grudgeholding across individuals, aged 18-82. Study results indicate that grudgeholding is prevalent among individuals of all ages; however, the impact of grudgeholding on the firm differs depending on the age of the offended customer. Older consumers differ from younger ones in their manifestation of the communication and feelings associated with the grudge. Implications and recommendations for managers are provided, as well as suggestions for future research.