Emotional episode, retaliation and altruism: Negative online Word-of-Mouths after service failure

• Main Authors: Wu, Yi-Huan, 吳宜環
• Other Authors: Wang, Chih-Chien
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/04742362201028461569

碩士 === 國立臺北大學 === 資訊管理研究所 === 99 === This research focuses on the influence of emotions and intentions on consumer negative electronic Word‐of‐Mouth (eWOM) communications when service failure occurred. Four empirical studies were conducted to examine the relationship between emotions, intentions, retaliation personality traits and negative eWOM communications. Study 1 used the content analysis to analyze the 151 negative eWOM articles which were spread by customers who had encountered service failure. Study 2 focused on the intentions and emotions of the 68 negative eWOM spreaders who posted negative eWOM articles. In study 3, a questionnaire was developed to simulate a restaurant service failure scenario, and 626 respondents were asked about their emotional responses to such a service failures. Study 4 based on an actual service failure case with a one-month longitudinal field survey that investigated whether emotion changed over time after service failure. The results of four empirical studies revealed that the disappointed customers were usually with altruism intention, and would with higher intention help others or to warn others, hoping that others can avoid encountering the same bad experiences; whereas consumers with a higher level of anger had more revenge intention to engage in negative eWOM after service failure. Besides, individuals with retaliation personality trait were more likely to have revenge motive to spread negative eWOM. The findings of this thesis could be useful to assist the marketers and service staff to realize the relationship between consumers’ emotion and their intention of spreading negative WOM, when they encountered service failure.