Behavioral Response of Angry and Dissatisfied Customers: An Experience of Service Sector of Pakistan

The scope of our study is to analyze the negative behavioral response of angry and dissatisfied customers of service sector of Pakistan. From previous studies we found that anger and dissatisfaction are two different unfavorable states in which a customer finds himself after a failed service experience. The expected negative behavioral responses are negative word of mouth, complaint behavior, third party complaint behavior or switching behavior. The survey research of Pakistani customers revealed that there is not any significant difference in responses on angry and dissatisfied customers. In both states the preferred responses are negative word of mouth and switching. They might choose to complain to service provider but chances are lesser. Third party complaint behavior is not visible in Pakistan at all.