Abstract
This article investigated the consumer response mechanism in a service failure context. A service failure response model was introduced that incorporated emotive antecedents, a mediation process, and 4 behavioral outcomes. Data were collected via an online survey (N = 371) and further analyzed using the structural equation modeling approach. The results confirmed the service failure response model: Anger and dissatisfaction were emotive antecedents that lead to consumers' exit, voice, and revenge responses. This process was mediated by desire for avoidance and desire for revenge.
