Self-determination theory and customer revenge behavior: explaining how customers regulate their anger and revenge behavior

IF 2.7 Q2 BUSINESS

Journal of Consumer Marketing Pub Date : 2024-02-21 DOI:10.1108/jcm-07-2018-2747

Nasser Shahrasbi, Mina Rohani, Mostafa Purmehdi, Ali Rajabzadeh Ghatari

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引用次数: 0

Abstract

Purpose

This study aims to explore and empirically examine an integrative model of the customer revenge process by linking two well-established theories of self-determination theory (SDT) and appraisal theory.

Design/methodology/approach

A survey of 901 respondents, followed by a post-hoc survey of 712 individuals, was conducted to examine the autonomous versus controlled orientations for revenge motivation.

Findings

The results show that customers’ orientation of motivation (OM) can regulate their revenge behavior (direct versus indirect) in case of service failures. Specifically, the interaction of OM components (i.e. autonomy, relatedness and competence) can play a significant role in the relationship between revenge predictors and revenge behavior. Implications for research and practice are discussed.

Originality/value

This paper offers a novel conceptual framework to explain the moderating effects of OM on the relationship between revenge predictors and revenge behavior. This study extends the application of SDT to the context of customer anger and revenge.

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自我决定理论与顾客报复行为：解释顾客如何调节其愤怒和报复行为

本研究旨在通过将自我决定理论（SDT）和评价理论这两种成熟的理论联系起来，探索顾客复仇过程的综合模型，并对其进行实证研究。研究结果表明，顾客的动机取向（OM）可以调节他们在服务失败时的复仇行为（直接或间接）。具体而言，OM 各组成部分（即自主性、相关性和能力）之间的相互作用会在报复预测因素与报复行为之间的关系中发挥重要作用。本文提供了一个新颖的概念框架来解释 OM 对报复预测因素和报复行为之间关系的调节作用。本研究将 SDT 的应用扩展到了顾客愤怒和报复的情境中。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Consumer Marketing Business, Management and Accounting-Business and International Management

CiteScore

5.00

自引率

7.10%

发文量

期刊介绍： ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide