The Prevalence of Anger in Services
The results of this study demonstrae that consumers experience a broad range of negative emotions in response to a failed service encounter. Anger was by far the most frequently experienced emotion; 82% of the participants experienced anger in response to the most recently experienced failed service encounter. This suggests that anger is a common emotion in response to failed service encounters. Because the results of this study provide additional support for the contention that customer anger has a powerful impact on the profitability and performance of service firms, this study calls for more research on the nature of customer anger.