Purpose

This study aims to identify the impact that Machiavellianism, narcissism and psychopathy tendencies have on avoidance and revenge-seeking after a service failure. The research examines the role that negative affect and desire for revenge play in aggressive behaviors by consumers.

Design/methodology/approach

The study uses a survey research methodology. The measurement model is validated using CFA, and hypotheses are tested using structural equation modeling. The mediated and serially mediated relationships are calculated using the bootstrap method by creating estimands to test the effects.

Findings

Machiavellianism is less likely to drive avoidance and negative affect, reducing desire for revenge, negative word of mouth and vindictive complaining. Those with narcissism tendencies are likely to develop a negative affect and a corresponding desire for revenge after the failure only if negative affect is developed. Consumers who exhibit psychopathy tendencies are likely to seek out revenge directly.

Practical implications

Each Dark Triad tendency influences consumer avoidance and revenge-seeking in different ways when a consumer’s goals are impeded. Companies can focus on service recoveries differently based on the types of tendencies of consumers engaging in avoidance and revenge-seeking.

Originality/value

The individual paths from Machiavellianism, narcissism and psychopathy tendencies to avoidance and revenge-seeking are developed and analyzed. Further distinctions between each Dark Triad tendency aids service providers in addressing and preparing for these consumer behaviors.

中文翻译：

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马基雅维利主义、自恋和精神病倾向如何影响消费者在服务失败后的回避和报复行为？

目的

本研究旨在确定马基雅维利主义、自恋和精神病倾向对服务失败后回避和寻求报复的影响。该研究探讨了负面情绪和报复欲望在消费者攻击性行为中所起的作用。

设计/方法论/途径

该研究采用调查研究方法。使用 CFA 验证测量模型，并使用结构方程模型测试假设。通过创建估计值来测试效果，使用引导方法来计算中介关系和串行中介关系。

发现

马基雅维利主义不太可能产生回避和负面情绪，从而减少复仇欲望、负面口碑和报复性抱怨。有自恋倾向的人只有在产生负面情绪时，才可能在失败后产生负面情绪和相应的报复欲望。表现出精神病倾向的消费者可能会直接寻求报复。

实际影响

当消费者的目标受到阻碍时，每种黑暗三人格倾向都会以不同的方式影响消费者的回避和报复行为。公司可以根据消费者回避和报复倾向的类型，以不同的方式关注服务补救。

原创性/价值

发展并分析了从马基雅维利主义、自恋和精神病倾向到回避和寻求报复的个人路径。每个黑暗三合一趋势之间的进一步区别有助于服务提供商解决这些消费者行为并为其做好准备。