... failure severity was an influential control variable. Future studies should investigate how the type, context and severity of service failure influence customers’ complaint behavior. Furthermore, participants had trouble differentiating between their relations toward their service provider in general...

... introduce this context as it is an increasing part of most advanced economies. © Emerald Group Publishing Limited 2016 Theory of reasoned action Theory of trying to complain Complaint management Credence quality Complaint behaviour Halfway through the booking procedure, Ann...