Does Angry Customers Immediately Complain? :A Moderated Mediation Analysis
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Understanding customer complaint behavior can help firms reduce the risk of losing current customers, or improve their service quality. However, all of angry customers do not complain to service providers immediately. This study addresses the reasons why angry customers do not complain immediately in the perspective of customer emotion regulation. By explaining customer complaint behavior as emotional process, this study investigates the role of customer emotion regulations(cognitive reappraisal, emotion suppression) as mediators between anger felt and complaint intention and also examines the moderating role of customer emotional intelligence and social norm on the mediating relationship between anger and complaint intention via customer emotion regulations. The results showed that customer emotion regulation exists and affects customer complaint intention. It was also found that, overall, customers who perceive social pressure higher or customers with high level of emotional intelligence engage more in cognitive reappraisal and less willing to complain to service providers than those who perceive social pressure lower or those with low level of emotional intelligence.
Abstract
Understanding customer complaint behavior can help firms reduce the risk of losing current customers, or improve their service quality. However, all of angry customers do not complain to service providers immediately. This study addresses the reasons why angry customers do not complain immediately in the perspective of customer emotion regulation. By explaining customer complaint behavior as emotional process, this study investigates the role of customer emotion regulations(cognitive reappraisal, emotion suppression) as mediators between anger felt and complaint intention and also examines the moderating role of customer emotional intelligence and social norm on the mediating relationship between anger and complaint intention via customer emotion regulations. The results showed that customer emotion regulation exists and affects customer complaint intention. It was also found that, overall, customers who perceive social pressure higher or customers with high level of emotional intelligence engage more in cognitive reappraisal and less willing to complain to service providers than those who perceive social pressure lower or those with low level of emotional intelligence.
참고문헌 (36)
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