Desire for Revenge

Desire for Revenge

I want (or wanted) to …

•Take actions to get the firm in trouble.
•Punish the firm in some way.
•Cause inconvenience to the firm.
•Get even with the firm.
•Make the firm get what it deserved.

7pt – strongly (dis)agree

Source: When customer love turns into lasting hate: The effects of relationship strength and time on customer revenge and avoidance. Yany Grégoire, Thomas M. Tripp, Renaud Legoux. Journal of Marketing, Vol 73(November), 2009, 18-32