Ever wonder what causes customers to retaliate against companies as opposed to simply turning to other companies to purchase the product or services instead? Dr. Daniel Laufer, associate professor of marketing at Sy Syms School of Business, was part of a team of three researchers that examined this important issue in an article published in the prestigious Journal of the Academy Marketing Science – a leading journal in the field of marketing. The article, entitled “A Comprehensive Model of Customer Direct and Indirect Revenge: Understanding the Effects of Perceived Greed and Customer Power,” develops and tests a comprehensive model of customer revenge which was tested through two field studies – a study examining online public complaining, and a multi-stage study performed after a service failure. The full article can be read here. 

 

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