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Consumer Grudgeholding: Does Age Make a Difference?

Consumer Grudgeholding: Does Age Make a Difference? Bad service experiences potentially leading to long‐standing grudges can be quite costly for an organization. In many cases, corporate actions and policies cause grudges as consumers grow more and more frustrated about their interactions with large, impersonal companies. The primary objectives of this study were to examine through empirical research the causes of consumer grudgeholding, the behaviors undertaken by grudgeholders in response to their outcome, the impact of grudges against businesses, and whether differences exist depending on the grudgeholder’s age. The findings suggest that older consumers are more likely to discuss their concerns with store, company or organization employees, and in addition, they can be expected to tell more people outside of the firm than younger consumers. While neither younger nor older consumers appear highly inclined to purchase products or services from the firm following a bad experience, older respondents displayed a stronger aversion to the company, store or firm in question. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png American Journal of Business Emerald Publishing

Consumer Grudgeholding: Does Age Make a Difference?

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Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
1935-5181
DOI
10.1108/19355181200700004
Publisher site
See Article on Publisher Site

Abstract

Bad service experiences potentially leading to long‐standing grudges can be quite costly for an organization. In many cases, corporate actions and policies cause grudges as consumers grow more and more frustrated about their interactions with large, impersonal companies. The primary objectives of this study were to examine through empirical research the causes of consumer grudgeholding, the behaviors undertaken by grudgeholders in response to their outcome, the impact of grudges against businesses, and whether differences exist depending on the grudgeholder’s age. The findings suggest that older consumers are more likely to discuss their concerns with store, company or organization employees, and in addition, they can be expected to tell more people outside of the firm than younger consumers. While neither younger nor older consumers appear highly inclined to purchase products or services from the firm following a bad experience, older respondents displayed a stronger aversion to the company, store or firm in question.

Journal

American Journal of Business – Emerald Publishing

Published: Jan 1, 2007

Keywords: Consumer grudgeholding; Customer service; Consumers; Age

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