An Empirical Analysis Of Customer Rage Behavior's Causes, Symptoms, And Organizational Reactions

Abstract

The findings of this research confirm that customers with Rancorous Rage Emotions tend to directly exhibit all forms of CRB, i.e. exit, revenge, and spreading negative WOM. Customers with Rancorous Rage Emotions are more likely to show exit behaviour and negative WOM. They also tend to take revenge directly, without displaying CRX. Not only is this very dangerous, it is also very difficult to manage customers who directly spring to action without showing any symptoms or expressions related to rage. They do not give enough time to employees and managers of the organisation to respond. These outcomes are contrary to the findings of research of McColl-Kennedy et al. (2009), wherein they have suggested that angry customers first exhibit CRX and then get into CRB. As per the outcome of this research, customers with Retaliatory Rage Emotions do not exhibit any of the CRB directly. Their CRE tend to get reflected into CRB through the vi mediation of CRX. These findings can be helpful to both research scholars and working professionals. Front-end employees and managers are expected to identify and attend to customers who are displaying CRB promptly, in order to minimize damage to the organisation. Timely identification and appropriate handling could also prevent the occurrence of such incidents in future. Organisations are expected to prepare front-end employees by training and orienting them to tackle such customers. They are also expected to work out strategies, so that such events can be prevented from recurring. This study gives readers an insight into the concept of Customer Rage Behaviour (CRB), and its peripheral issues. It is aimed at helping readers understand the impact of effective management of Customer Rage Behaviour (CRB) incidents on customers, front-end employees, and organisations.