Abstract

NUNESMAIA, Ananda  and  PEREIRA, Rita. Wronged consumer, affected consumer?: An analysis of emotions in episodes of complaint. Rev. Portuguesa e Brasileira de Gestão [online]. 2012, vol.11, n.1, pp.66-79. ISSN 1645-4464.

Contemporary research on consumer complaints shows that the concept of justice is fundamental to understand the process of complaining and its outcomes from the consumer’s perspective. Along with the concept of justice, there is also an emergent concern about consumers’ emotions that relate to satisfaction and intentions. But emotional responses in complaint incidents have received limited attention in current research. This manuscript addresses the relation between perceived justice, emotions and (dis)satisfaction in complaint incidents by means of a survey with 300 consumers that had negative experiences in complaint incidents. Results suggest that in those incidents the perception of distributive, interpersonal and processual justice relates to a consumer’s emotions and satisfaction. According to the respondents, companies still lack positive attitudes in the sense of fully and satisfactorily addressing the complaints. Companies should improve how they manage a consumer’s complaints by means of efficient systems, thus also minimizing the occurrence of double dissatisfaction.

Keywords : Perceived Justice; Emotions; Satisfaction; Complaints.

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