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Reprisal, retribution and requital: Investigating customer retaliation

Author

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  • Funches, Venessa
  • Markley, Melissa
  • Davis, Lenita

Abstract

Customers, regardless of context or culture, will go to any extreme to retaliate against an offending service provider. Retaliation is an action taken in return for an injury or offense [Huefner, J.C. and H.K. Hunt, "Consumer retaliation as a response to dissatisfaction," J Consum Satisf Dissatisfaction Complaining Behav, (2000); 13, 61-82.]. To date, research has had only a limited discussion of customer's use of anti-consumption behaviors as an expression of retaliation. This study uses qualitative methods to demonstrate that the motivations for retaliation extend beyond simply "getting even," customers retaliate to teach the service provider a lesson or to save others from the same fate. The research identifies specific roles taken by customers as they retaliate, the emotions of customers and store issues that are at the root of these behaviors. In addition, the authors categorize a range of retaliatory behaviors as follows: cost/loss; consumption prevention; voice, exit and betrayal; and boycotting.

Suggested Citation

  • Funches, Venessa & Markley, Melissa & Davis, Lenita, 2009. "Reprisal, retribution and requital: Investigating customer retaliation," Journal of Business Research, Elsevier, vol. 62(2), pages 231-238, February.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:2:p:231-238
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    References listed on IDEAS

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    19. Barbara Duffek & Andreas B. Eisingerich & Omar Merlo, 2023. "Why so toxic? A framework for exploring customer toxicity," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 122-143, June.
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    21. Greer, Dominique A. & Russell-Bennett, Rebekah & Tombs, Alastair & Drennan, Judy, 2014. "Just what the doctor ordered? Investigating the impact of health service quality on consumer misbehaviour," Australasian marketing journal, Elsevier, vol. 22(3), pages 257-267.
    22. Tan, Teck Ming & Balaji, M.S. & Oikarinen, Eeva-Liisa & Alatalo, Sari & Salo, Jari, 2021. "Recover from a service failure: The differential effects of brand betrayal and brand disappointment on an exclusive brand offering," Journal of Business Research, Elsevier, vol. 123(C), pages 126-139.
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