Customer dissatisfaction: Not always a necessity or curse for online complaining

Wolfgang Jonas Weitzl, Clemens Hutzinger

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review


This study investigates how cognitions and negative emotions are involved when different types of customers (brand-attached vs. unattached) develop complaint desires (revenge vs. reparation) before voicing their discontent about a service failure online. More specifically, it shows that while attributions trigger the desire for revenge through an indirect, emotional route for both complainant types, the role of post-failure dissatisfaction differs dramatically: For brand-attached complainants, dissatisfaction affects the revenge desire negatively due the elicitation of inward-directed negative emotions (e.g., guilt). These customers also ‘coldly’ decide on their reparation desire – beyond any biasing emotions. Hence, this research shed light on the complex role of customer dissatisfaction as a trigger of online complaining.
Original languageEnglish
Title of host publicationProceedings of the 2020 EMAC Annual Conference
PublisherEuropean Marketing Academy
Publication statusPublished - 2020
Externally publishedYes
EventEMAC 2020 - Budapest, Hungary
Duration: 26 May 202028 May 2020


ConferenceEMAC 2020


  • Complaining
  • Word of mouth
  • Negative word of mouth
  • Complaint handling
  • Emotions
  • Anger
  • Dissatisfaction


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