The Relationship between Complaints, Emotion, Anger, and Subsequent Behavior of Customers

Abstract

The quality of a company's long term relationship with its customers is chiefly dependent on such company's long term viability.Organizations today are faced with the task of not only attracting new customers, but also the problems of keeping the existing ones.In other to attain and retain a pool of devoted and profitable customers, companies seek to provide an unblemished high quality products and service to their customers (Kotler and Armstrong, 2006).Nonetheless, as hard as they try, even the best companies cannot totally eradicate problems (Gursoy, Ekiz, and Chi, 2007); as most companies only hear few of these problems through consumer complaints (Hedrick, Beverland, and Minahan, 2007); therefore, one major factor that distinguishes between successful companies from the non successful ones is how they view and handle these complaints (Zemke and Anderson, 2007).This paper is to enable consumer scientists, consumer consultants, consumer behaviour researchers and those with the responsibility of handling consumer complaints to explore and understand consumer complaint behaviour in its entirety.Consumer anger can result in behaviors that cost organizations money and damage the consumer-to-firm (C2F) relationship (Huefner and Hunt, 2000), as consumers will experience certain emotions, as such emotion is characterized by specific evaluations of situations.These emotions then influence how consumers will respond to the situation; whether an emotion is positive or negative depends on the emotion specificity approach focuses on the specific nature of emotions of equivalent valence (Rucker and Petty, 2004).

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