... Measurement Consumer behaviour Much of this research relies on our ability to assess peoples' preferences for different conflict‐handling styles. This has resulted in the development of a number of scales. Most rely on rating scale data (e.g. ROCI‐II: Rahim, 1983 ; DUTCH: Euwema and Van de Vliert...

... that consumer behavior in dealing with conflict can be complex and that service provider cannot rely on “one best way” strategies for dealing with customers. Managers should also be sensitive to the importance that social motives play in conflict resolution, particularly the importance consumers place...