Gregoire - Customer Revenge & Avoidance

Question 1

Effects of time on revenge & avoidance

Answer 1

1: Desire for revenge decreases over time after online public complaints
- > can be influenced by recovery attempts

2: Desire for avoidance increase over time -> can‘t be influenced by recovery attempts -> customers are gone after online complaint

Question 2

Effect of relationship strength on revenge and avoidance

Answer 2

1: desire for revenge decreases slower for high relational customers
2: desire for avoidance increases faster for high relational customers

Question 3

Influence of relationship quality and perceived betrayal

Answer 3

Relationship quality is positively related to perceived betrayal

Perceived betrayal is positively related to desire for revenge and avoidance

Question 4

Effects of different level of recovery

Answer 4

High relational customers accept any level of recovery to reduce their desire for revenge -> perceived sincerity of apology matters -> quick offer of recovery important

Low relational customers only accept a high level of recovery (financial) to reduce their desire for revenge -> may not be worth that investment, time naturally reduces revenge