Journal of the Academy of Marketing Science

, Volume 31, Issue 4, pp 377–393 | Cite as

Angry customers don't come back, they get back: The experience and behavioral implications of anger and dissatisfaction in services

  • Roger Bougie
  • Rik Pieters
  • Marcel Zeelenberg


This article investigates the specific experience of anger and dissatisfaction and their effects on customers' behavioral responses to failed service encounters across industries. Study 1 demonstrates that anger and dissatisfaction are qualitatively different emotions with respect to their idiosyncratic experiential content. Study 2 builds on these findings and shows how anger and service encounter dissatisfaction differentially affect customer behavior. It provides empirical support for the contention that anger mediates the relationship between service encounter dissatisfaction and customers' behavioral responses. The findings of Study 2 diverge from previous findings in marketing on the interrelationships between customer satisfaction/dissatisfaction, related consumption emotions, and customers' behavioral responses to service failure. The implications of these findings for services marketing theory and practice are delineated.


marketing consumer behavior consumption emotions anger dissatisfaction 


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Copyright information

© Academy of Marketing Science 2003

Authors and Affiliations

  • Roger Bougie
    • 1
  • Rik Pieters
    • 1
  • Marcel Zeelenberg
    • 1
  1. 1.Tilburg UniversityThe Netherlands

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