Coping, rumination, and electronic word-of-mouth

Researchers have sought to understand how negative emotions influence consumer responses to service failure. By studying different consumer groups, researchers have found that there is a diverse combination of coping strategies being used, revealing the distinct differences between the various consumer segments in terms of their characteristics, anger prototypes and felt intensity. Increased levels of anger lead to greater use of expressive coping strategies, such as rumination and denial, which in turn increases the likelihood of further negative word-of-mouth messages being distributed via eWOM (electronic word of mouth) It is therefore essential that companies understand how to implement, and adapt service recovery mechanisms that are tailored towards specific customer needs.

Research referred to in brief here

Image courtesy of interviewee. June 13, 2023

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