Consumers' reactions to service failures : the intervening roles of anger and gender

While anger is reported to be the dominant affective reaction after a service failure, little research has focused on its potentially damaging effects. To fill this void, the present study examined the impact of anger on customers' evaluations and behaviors following a service failure where blame was laid on the service provider. Gender's mediating role in shaping these consequences was also studied. Scenarios involving service failures in a bank and a retail store were used to collect data from students (N = 667). Overall, angry customers were less satisfied, gave lower overall service evaluations, had higher perceptions of injustice, and gave weaker ratings of corporate image. Angry customers were also more likely to complain and engage in third-party action, and were less likely to spread positive word-of-mouth and repurchase from the service firm. Gender of the customer and that of the service employee played only a minimal role in influencing the evaluative and behavioral outcomes. The robust findings regarding anger and the disappointing results concerning gender are discussed in light of their important theoretical and managerial implications