Failure Severity

Failure Severity

The service failures caused me …
•“Minor problems” (1)–“major problems” (7)
•“Small inconvenience” (1)–“big inconvenience” (7)
•“Minor aggravation” (1)–“major aggravation” (7)

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