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Characterising Consumer Rage

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Identifies the main components of consumer rage, and derines consumer rage. Contains a couple of embedded examples of consumer rage.

Identifies the main components of consumer rage, and derines consumer rage. Contains a couple of embedded examples of consumer rage.

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  • 1. www.buttleassociates.com
    Characterising
    Consumer Rage
    Professor Francis Buttle © 2009
  • 2. Problem with Rheem customer service
    http://www.youtube.com/watch?v=LZp7cBOGgyY
    Problem with United Airlines
    http://www.youtube.com/watch?v=5YGc4zOqozo
    www.buttleassociates.com
  • 3. Problem with Rheem customer service
    http://www.youtube.com/watch?v=LZp7cBOGgyY
    Problem with United Airlines
    http://www.youtube.com/watch?v=5YGc4zOqozo
    United Airlines offers compensation “generously but late.... Give to charity”.
    http://www.youtube.com/watch?v=Ay7hFIYQFnw&feature=related
    Taylor guitars “is here to support Dave”.
    http://www.youtube.com/watch?v=n12WFZq2__0&NR=1
    www.buttleassociates.com
  • 4. Consumers don’t just respond rationally, seeking justice
    Distributive justice: fair and reasonable redress
    Procedural justice: complaint-handling processes should be fair
    Interactional justice: treat with courtesy and respect
    Consumers respond emotionally too
    www.buttleassociates.com
  • 5. www.buttleassociates.com
  • 6. www.buttleassociates.com
    Customer rage emotional clusters
    Rancorous rage: disgust, scorn, contempt, resentment
    Retaliatory rage: ferocity, malice, fury, rage, wrath
  • 7. www.buttleassociates.com
    Customer rage emotional clusters
    Rancorous rage: disgust, scorn, contempt, resentment
    Retaliatory rage: ferocity, malice, fury, rage, wrath
    Customer rage expressions
    Verbal rage: shouting, screaming, yelling
    Physical rage: punching, slapping, stabbing, killing
    Displaced rage: kicking furnishings, breaking equipment
    Non-verbal rage: rolling eyes, puffing cheeks, clenched fist
    Constructive rage: offering advice or solutions
  • 8. www.buttleassociates.com
    Customer rage emotional clusters
    Rancorous rage: disgust, scorn, contempt, resentment
    Retaliatory rage: ferocity, malice, fury, rage, wrath
    Customer rage expressions
    Verbal rage: shouting, screaming, yelling
    Physical rage: punching, slapping, stabbing, killing
    Displaced rage: kicking furnishings, breaking equipment
    Non-verbal rage: rolling eyes, puffing cheeks, clenched fist
    Constructive rage: offering advice or solutions
    Customer rage behaviours
    Exit behaviour: stop buying, boycott
    Revenge behaviour: vandalism, sabotage
    WOM behaviour: tells friends, report to management, eWOM
  • 9. www.buttleassociates.com
    Customer rage
    is a syndrome characterised by
    furious, overwhelming,
    extreme anger accompanied
    with expressions (physical, verbal,
    non-verbal, displaced) and
    potentially harmful behaviours
    towards an organization following
    a dissatisfactory customer
    experience.