Characterising Consumer Rage

2,530 views

Published on

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

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,530
On SlideShare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Characterising Consumer Rage

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

×