Abstract

This research focuses on the influence of emotions and intentions on consumer negative
word-of-mouth (WOM) communications when service failure occurred. The paper
conducted four empirical studies to examine the relationship between emotions, intentions,
personality trait and negative WOM communications. The results revealed that the
disappointed customers were usually with altruism intention, and would with higher
intention to help/warn others; whereas consumers with a higher level of anger had more
revenge intention to engage in negative WOM after service failure.  

Keywords

negative word-of-mouthemotionservice failure