Annals of the Society for Marketing Advances

Dissatisfaction response is an area of research pertinent to customer retention. These behaviors bring significant information back to the marketer improving customer relationship management. While common sense would say that the more upset the customer is, the more likely he or she is to act, what is unknown is what aspect of emotion is the influence and which behaviors are influenced. In a study of emotion and public post purchase behavior in a dissatisfying purchase situation, significant differences were found for arousal. This study found few differences in post purchase dissatisfaction behavior based on dominance or pleasure. Managerial implications include recognizing signs of arousal in a dissatisfied customer and creating customer service protocols designed to minimize it. Theoretical implications include measuring pre and post emotional states, questioning locus of control and its role in dissatisfaction response and qualitative study.