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Beyond Just Being Dissatisfied: How Angry and Helpless Customers React to Failures When Using Self-Service Technologies

Author

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  • Katja Gelbrich

Abstract

Failures in the use of self-service technology are not only a source of dissatisfaction; often, they also trigger negative emotions of anger and helplessness. Drawing on the appraisal theories of emotion, I argue that these emotions have distinct effects on customers’ post-purchase reactions (customer loyalty, frequency of use), both directly and indirectly, by reducing customer satisfaction. I test and largely confirm these assumptions in an experimental study with 138 undergraduate students and in a representative field survey with 375 mobile phone users. My results indicate that technology-based ser-vice providers should provide instrumental support for customers who feel helpless and a combination of instrumental and emotional support for customers who are angry.

Suggested Citation

  • Katja Gelbrich, 2009. "Beyond Just Being Dissatisfied: How Angry and Helpless Customers React to Failures When Using Self-Service Technologies," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 61(1), pages 40-59, January.
    • Handle: RePEc:sbr:abstra:v:61:y:2009:i:1:p:40-59
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    Citations

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    Cited by:

    1. Obeidat, Zaid Mohammad & Xiao, Sarah Hong & Qasem, Zainah al & dweeri, Rami al & Obeidat, Ahmad, 2018. "Social media revenge: A typology of online consumer revenge," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 239-255.
    2. Douglas Bryson & Glyn Atwal & Peter Hultén & Klaus Heine, 2021. "Antecedents of Luxury Brand Hate : A Quantitative Study," Post-Print hal-03188197, HAL.
    3. Jorge Costa & António Azevedo, 2023. "Beyond Brand Hate: Are You Willing to Forgive a Negative Experience with Your Smartphone Mobile Communications’ Brand?," Corporate Reputation Review, Palgrave Macmillan, vol. 26(2), pages 83-96, May.
    4. Kerstin Pezoldt & Jana Schliewe, 2012. "Akzeptanz von Self-Service-Technologien: State of the Art," Schmalenbach Journal of Business Research, Springer, vol. 64(2), pages 205-253, March.
    5. Shao, Wei & Shao, Guanglin, 2011. "Understanding choice-goal compatibility, dissonance and decision satisfaction," Australasian marketing journal, Elsevier, vol. 19(1), pages 14-21.
    6. Nam, Jinyoung & Kim, Seongcheol, 2022. "Why do elderly people feel negative about the use of self-service technology and how do they cope with the negative emotions?," 31st European Regional ITS Conference, Gothenburg 2022: Reining in Digital Platforms? Challenging monopolies, promoting competition and developing regulatory regimes 265661, International Telecommunications Society (ITS).

    More about this item

    Keywords

    Anger; Customer reactions; Helplessness; Self-Service Technologies; Service failure;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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