Providing a Model for Explaining Customer Revenge

These days, people are increasingly taking revenge on various issues, so it is important to be familiar with such customer behaviors as well as how they occur. The purpose of this study is to identify the dimensions and components of the customer revenge process and provide a model to explain it. In order to present the model and to systematically review the texts, the meta-synthesis method based on the seven stages of Sandelowski and Barroso has been used. The community of the present study includes 87 works from 14 scientific databases, among which 27 articles were selected based on the critical appraisal skills program (CASP) for further analysis. After a complete review of the final works by content analysis method, a total of 43 codes, 14 concepts through the classification of codes and 5 categories (primary perception and cognition, emotions, motivation, behavior and secondary perception and cognition) through the classification of concepts were identified, which became the basis for building the research model and then the relationships between the components of the model were explained by logical propositions. The results of this research show a conceptual model in which the initial perception and cognition of a negative event (such as: service failure) by customers can respectively lead them to negative emotions, desire for revenge (desire for avoidance) and revenge (avoidance) behaviors with the moderating role of secondary perception and cognition. This model can also be used as a basis for future studies and research.