CONSUMER GRUDGEHOLDING: AN OUNCE OF PREVENTION IS WORTH A POUND OF CURE

Many corporate behaviors can lead to consumer grudgeholding, a strong, lasting feeling of hostility held by a customer toward a firm, and manifested as an exit or voice response against the organization. The current research reviews existing literature related to consumer grudgeholding, investigates the extent and expression of grudgeholding, and evaluates the responses available to organizations. Two empirical studies indicated that grudgeholding is prevalent and steadfastly maintained by consumers, rarely shared with company representatives but widely communicated among customers and their associates, and difficult for organizations to overcome. Implications and recommendations for organizations are provided, with suggestions for future research.