Quotation Weitzl, Wolfgang, Hutzinger, Clemens. 2019. Rise and fall of complainants’ desires: The role of pre-failure brand commitment and online service recovery satisfaction. Computers in Human Behavior. 97 116-129.




After service failures, dissatisfied consumers increasingly turn to social media to complain online. This article investigates the key trigger of two basic complaining desires – revenge and reparation – and their evolution during the online recovery process. Findings indicate that pre-failure customer brand commitment has a strong positive impact on both justice-restoration desires. Most importantly and consistent with our hypotheses, the study provides sound empirical evidence that webcare satisfaction acts as an important moderator between diffuse pre-webcare desires and concrete post-webcare retaliatory (e.g., third-party complaining) and reconciliatory (e.g., behavioral loyalty) intentions. This moderation effect, however, depends on dissatisfied customers' interest in maintaining or changing their complaining desires: Amongst other findings, we demonstrate that in some situations webcare satisfaction can stimulate complainants' retaliatory intentions (‘satisfaction becomes vengeance’ effect), while in other situations it leads to increased reconciliatory intentions (‘satisfaction becomes blessing’ effect).


Press 'enter' for creating the tag
  • Online complaining
  • Service recovery
  • Service marketing
  • Service failure

Publication's profile

Status of publication Published
Affiliation External
Type of publication Journal article
Journal Computers in Human Behavior
Citation Index SSCI
WU-Journal-Rating new INF-A, WH-B
Language English
Title Rise and fall of complainants’ desires: The role of pre-failure brand commitment and online service recovery satisfaction
Volume 97
Year 2019
Page from 116
Page to 129
Reviewed? Y
DOI https://doi.org/10.1016/j.chb.2019.02.029
Open Access N


Weitzl, Wolfgang (Former researcher)
Hutzinger, Clemens (Seeburg Castle University, Austria)
Marketing DP (Details)
Institute for Retailing & Data Science IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5300 Economics (Details)
5308 Management sciences (Details)
5320 Marketing (Details)
5338 Science of advertising (Details)
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