Cognitive appraisals that trigger customer rage

The authors employ cognitive appraisal theory to examine in both Eastern (Thailand) and Western (US) context, how customers perceive threats or losses (psychological and economic/ financial) during service failure situations. We examine what specific service failure circumstances lead to different cognitive appraisals. Five dimensions of cognitive appraisal emerged from the data: threats to physical well-being, self-esteem, economic resources, fairness, and control. The result will help guide an organisation to provide effective recovery strategies by giving customers resources similar in kind to that which has been violated or damaged during the service failure encounter