Emotion, Coping and Complaining Propensity Following A Dissatisfactory Service Encounter

Abstract

This paper proposes a conceptual model of consumer complaint propensity as a result of a dissatisfactory service encounter. Gaps in the existing literature have been identified with particular reference to service industries. How people cope with the negative emotion that results from a dissatisfactory service encounter is the focus of the paper. It is proposed that the relationships between disconfirmation and the emotional component of dissatisfaction, and emotion and coping strategy, are moderated by involvement. The paper concludes with suggested directions for further research.