Customer Rage (Retaliatory)

What it measures

A multiple-item Likert-type scale designed to measure the negative affective reaction a customer experienced after a service failure with an emphasis on the behavioral aspect of the feeling, i.

Response format

7-point Likert scale

Scale items

• FEROCITY: Feeling of extreme fierceness and unrestrained violence and brutality
• MALICE: Desire to see another experience pain, injury, or distress; deep-seated often unexplainable desire to
• FURY: Involves an overmastering destructive rage that can verge on madness; intense, disordered, and often
• RAGE: Violent and uncontrolled anger, loss of self-control
• WRATH: Desire or intent to revenge or punish; strong vengeful anger or indignation; desire for punishment for
• The instructions and response format used with this scale in the two main samples are unclear. It appears that respondents were asked about the extent to which

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Convergent and discriminant validity evidence was provided by the original authors.

Citation

McColl-Kennedy, Janet R. , Paul G. Patterson, Amy K. Smith, and Michael K. Brady (2009), "Customer Rage Episodes: Emotions, Expressions and Behaviors," Journal of Retailing, 85 (2), 222-37.

Keywords