Responses to Customer Anger in the Service Encounter: Retail Employee vs Other Customer Perspectives

서비스접점에서 고객의 화에 대한 반응: 판매원 대 다른 고객의 관점

  • 박경애 (영남대학교 섬유패션학부)
  • Received : 2010.08.10
  • Accepted : 2010.08.26
  • Published : 2010.10.30


Customer misbehavior can affect dissatisfaction and negative behavioral responses of other customers at the service encounter. This study explored other customer and retail employee reponses to customer anger and aggressive behaviors at the service encounter by examining the perceived wrongness of such behaviors under different situations and comparing the two perspectives of retail employees and consumers. Three scenarios were developed representing different situations including firm's responsibility, both of customer and employee responsibilities, and uncontrollable one. Data were collected from individual interviews with 222 retail employees and 149 consumers. The results showed that the consumers' perceived wrongness of customer aggressions were higher comparing to that of employees. The reasons of perceived wrongness were different by three situations implying that responsibility and controllability affected the perceived wrongness. The study further discusses implications.


customer aggression;customer anger;employee perspective


Supported by : 한국학술진흥재단


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