The impact of personality and self-efficacy on customer revenge behaviour

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dc.contributor.advisorBotha, Een_ZA
dc.contributor.authorEksteen, Annelieen_ZA
dc.date.accessioned2014-07-31T12:30:47Z
dc.date.available2014-07-31T12:30:47Z
dc.date.issued2013en_ZA
dc.descriptionIncludes abstract.
dc.descriptionIncludes bibliographical references.
dc.description.abstractBetrayed customers are increasingly seeking ways to restore fairness. One way to do this is through customer revenge. Customer revenge behaviour has become an increasingly important topic in marketing research, especially with the far reaching impact that online complaining (a form of indirect revenge) has. Revenge behaviour usually takes place after a service failure and a failed attempt at service recovery, and is an attempt to redress an interpersonal offence by committing an aggressive action against a perceived offender. This is done to 1) get even with the company, 2) restore a moral balance, or 3) is sometimes justified by customers as a moral obligation to restore the balance between the customer and the firm. There are two forms of revenge behaviour: direct and indirect revenge. Direct revenge consists of marketplace aggression and vindictive complaining, and indirect revenge consists of negative word-of-mouth and online complaints. This study expands and tests a comprehensive model of customer revenge behaviour (adapted from Gregoire, Laufer & Tripp, 2010) within a service environment. Revenge behaviour is usually an attempt to redress an interpersonal offence by committing an aggressive action against a perceived offender (Bechwati & Morrin, 2003; McCullough et al., 2001; Zourrig et al., 2009). Previous models of customer revenge behaviour assumes that all customers go through certain phases towards a desire for revenge and then, possibly, actual revenge behaviour. This study attempts to show that some customers are more likely to enact revenge than others. First, the key role that customers’ personality type plays in the development of a desire for revenge is investigated. Personality type can be described as a combination of characteristics that makes up an individuals’ character (McCullough et al., 2001). Two personality types (derived from the Big Five personality types) that are hypothesised as being more inclined to developing a desire for revenge: agreeableness and conscientiousness, where customers who have low levels of agreeableness and low levels of conscientiousness are more inclined to develop a desire for revenge.en_ZA
dc.identifier.apacitationEksteen, A. (2013). <i>The impact of personality and self-efficacy on customer revenge behaviour</i>. (Thesis). University of Cape Town ,Faculty of Commerce ,Marketing. Retrieved from http://hdl.handle.net/11427/5816en_ZA
dc.identifier.chicagocitationEksteen, Annelie. <i>"The impact of personality and self-efficacy on customer revenge behaviour."</i> Thesis., University of Cape Town ,Faculty of Commerce ,Marketing, 2013. http://hdl.handle.net/11427/5816en_ZA
dc.identifier.citationEksteen, A. 2013. The impact of personality and self-efficacy on customer revenge behaviour. University of Cape Town.en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Eksteen, Annelie AB - Betrayed customers are increasingly seeking ways to restore fairness. One way to do this is through customer revenge. Customer revenge behaviour has become an increasingly important topic in marketing research, especially with the far reaching impact that online complaining (a form of indirect revenge) has. Revenge behaviour usually takes place after a service failure and a failed attempt at service recovery, and is an attempt to redress an interpersonal offence by committing an aggressive action against a perceived offender. This is done to 1) get even with the company, 2) restore a moral balance, or 3) is sometimes justified by customers as a moral obligation to restore the balance between the customer and the firm. There are two forms of revenge behaviour: direct and indirect revenge. Direct revenge consists of marketplace aggression and vindictive complaining, and indirect revenge consists of negative word-of-mouth and online complaints. This study expands and tests a comprehensive model of customer revenge behaviour (adapted from Gregoire, Laufer & Tripp, 2010) within a service environment. Revenge behaviour is usually an attempt to redress an interpersonal offence by committing an aggressive action against a perceived offender (Bechwati & Morrin, 2003; McCullough et al., 2001; Zourrig et al., 2009). Previous models of customer revenge behaviour assumes that all customers go through certain phases towards a desire for revenge and then, possibly, actual revenge behaviour. This study attempts to show that some customers are more likely to enact revenge than others. First, the key role that customers’ personality type plays in the development of a desire for revenge is investigated. Personality type can be described as a combination of characteristics that makes up an individuals’ character (McCullough et al., 2001). Two personality types (derived from the Big Five personality types) that are hypothesised as being more inclined to developing a desire for revenge: agreeableness and conscientiousness, where customers who have low levels of agreeableness and low levels of conscientiousness are more inclined to develop a desire for revenge. DA - 2013 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 2013 T1 - The impact of personality and self-efficacy on customer revenge behaviour TI - The impact of personality and self-efficacy on customer revenge behaviour UR - http://hdl.handle.net/11427/5816 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/5816
dc.identifier.vancouvercitationEksteen A. The impact of personality and self-efficacy on customer revenge behaviour. [Thesis]. University of Cape Town ,Faculty of Commerce ,Marketing, 2013 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/5816en_ZA
dc.language.isoengen_ZA
dc.publisher.departmentMarketingen_ZA
dc.publisher.facultyFaculty of Commerceen_ZA
dc.publisher.institutionUniversity of Cape Town
dc.subject.otherMarketingen_ZA
dc.titleThe impact of personality and self-efficacy on customer revenge behaviouren_ZA
dc.typeMaster Thesis
dc.type.qualificationlevelMasters
dc.type.qualificationnameMComen_ZA
uct.type.filetypeText
uct.type.filetypeImage
uct.type.publicationResearchen_ZA
uct.type.resourceThesisen_ZA
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