Customer Rage and the Salesperson: A Call for Research and a Suggested Approach
نویسنده
چکیده
Over the past 30 years a significant stream of research has investigated the importance of satisfying or delighting customers and the potential negative consequences that stem from customer dissatisfaction. For example, we know that dissatisfied customers are more likely to complain, tell others about their negative experiences, and switch suppliers (for a summary of this research, see Sheth and Mitral 2003). However, the incidents opening this manuscript point to an extreme type of dissatisfied customer reaction that has received little research attention: customer rage.
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