The role of emotions in customer complaint behaviors

The emotional influence on satisfaction and complaint behavior in hedonic and utilitarian services

Purpose

Greater attention should be paid to the emotional aspects of the service experience. In this context, this paper aims to propose that emotions will have a different impact on customers’ complaint behavior and satisfaction depending on the hedonic or utilitarian nature of the service and for this purpose a valence-based approach is followed.

Design/methodology/approach

A sample of 809 service users was analyzed through multi-group structural equation modeling, including both hedonic (bars and cafeterias, n = 210) and utilitarian services (bank and public transportation services, n = 599).

Findings

Research findings show the different influence of emotions on customers’ complaint behavior and satisfaction depending on the service nature. Further, the negative affect does not influence behavioral outcomes in hedonic services, whereas positive affect exerts a slight lower influence in utilitarian services. Finally, the service nature plays a moderating role in the emotions–satisfaction and emotions–complaint behavior relationship.

Originality/value

This research shows the important role of the service nature, reporting different results for hedonic and utilitarian services in the influence of emotions in behavioral outcomes.

Gender in service quality expectations in hospitals

Purpose

Despite evidence largely confirming gender-based differences in service quality perceptions in healthcare, little research has considered patients’ expectations. This study aims to examine the gender-based differences in both the affective and cognitive components of customers’ service quality expectations.

Design/methodology/approach

Data were collected through random sampling from three outpatient hospitals in the UAE. Hypothesized relationships between the cognitive and affective components (moderated by gender) were tested by means of CFA and ANOVA.

Findings

The results indicate that the differences between male and female expectations of overall service quality as a singular construct were not statistically significant, except for the empathy dimension. However, when measured as affective and cognitive, the results confirm that significant differences do exist between male and female patients.

Research limitations/implications

The research was limited to the UAE. However, identifying gender differences in patients’ expectations would enable healthcare providers to engage and manage patients’ expectations.

Originality/value

This paper provides theoretical and practical implications on how the male and female are different in the cognitive and affective components of service quality expectations.