PREVENTING CONSUMER GRUDGES ACROSS THE AGE SPECTRUM: TIME IS OF THE ESSENCE

Document Sample
PREVENTING CONSUMER GRUDGES ACROSS THE AGE SPECTRUM: TIME IS OF THE ESSENCE Powered By Docstoc
					                                                                                                  63

  PREVENTING CONSUMER GRUDGES ACROSS THE
    AGE SPECTRUM: TIME IS OF THE ESSENCE


                         David Aron, Dominican University
                    Geoffrey Gordon Northern Illinois University
                    Kimberly Judson, Northern Illinois University
                    Timothy Aurand, Northern Illinois University
                   Sandra Domagalski, Northern Illinois University

                                           ABSTRACT

     
				
DOCUMENT INFO
Description: When a service or product failure occurs, the frustrated consumer may choose to cope by holding a grudge: a negative attitude toward a firm, a planned and persistent avoidance of an offending business. Grudgeholding can include other actions such as complaining and negative word-of-mouth behavior. This study reviews existing literature related to consumer grudgeholding and through use of an extensive empirical study, examines the extent and expression of consumer grudgeholding across individuals, aged 18-82. Study results indicate that grudgeholding is prevalent among individuals of all ages; however, the impact of grudgeholding on the firm differs depending on the age of the offended customer. Older consumers differ from younger ones in their manifestation of the communication and feelings associated with the grudge. Implications and recommendations for managers are provided, as well as suggestions for future research. [PUBLICATION ABSTRACT]
BUY THIS DOCUMENT NOW PRICE: $6.95 100% MONEY BACK GUARANTEED
PARTNER ProQuest LLC
ProQuest creates specialized information resources and technologies that propel successful research, discovery, and lifelong learning.