Dual Influences of Moderating Variables in the Dissatisfaction Process: Theory and Evidence

This article highlights the dual influences of two moderating variables—concern for face (CFF) and belief in fate (BIF)—at two junctures of the dissatisfaction process: (1) formation of dissatisfaction and (2) response to dissatisfaction. The results of an empirical study support the dual-influence hypotheses. Specifically, consumers higher in CFF (BIF) are more (less) dissatisfied with service failures, and the effect is stronger for process (outcome) failures. For a given level of dissatisfaction, moreover, consumers higher in CFF have a lower intention to complain to the firm but a higher intention to complain to family and friends, whereas consumers higher in BIF have a lower intention to engage in both types of complaining behavior. These results are rich in theoretical and managerial implications.