Abstract Following a service failure, three discrete negative emotions—regret, anger, and frustration—are triggered through the attribution of blame to the three different sources of self, service provider, and situation, respectively. This study aims at investigating the set of behavioral consequences deployed by customers to mitigate each of those negative emotions within the context of Vietnam—a Confucian culture. The data was collected from 404 Vietnamese consumers. The findings reveal that regret and frustration are more likely to arise. Moreover, feelings of regret and anger trigger similar behavioral responses; customers choose neither to complain directly to the service provider nor to simply ignore the failed incident. Instead, they vent their feelings through nWOM with the intention of switching to another provider. In contrast, frustrated customers might either be passive in such a situation or complain directly. They do not engage in nWOM, but do intend to switch to alternatives.

中文翻译：

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服务设置中后悔，愤怒和沮丧的行为后果

摘要服务失败后，责任归咎于自我，服务提供者和情况这三种不同的来源，分别引发了三个离散的负面情绪：后悔，愤怒和沮丧。这项研究旨在调查客户为减轻越南儒家文化背景下的每一种负面情绪而采取的一系列行为后果。数据来自404名越南消费者。调查结果表明，更容易产生遗憾和沮丧。而且，后悔和愤怒的感觉会触发类似的行为反应。客户既不选择直接向服务提供商投诉，也不选择不理会失败的事件。取而代之的是，他们通过nWOM宣泄自己的想法，目的是切换到另一个提供商。相反，沮丧的客户在这种情况下可能会变得被动或直接抱怨。他们不参与nWOM，但确实打算切换到其他方法。