Comparison of anger caused by dissatisfaction in terms of complaint behavior: A research in the air transport industry

Anger is an innate, natural and universal emotion. Expressing anger is learned over time. Therefore, there are differences from person to person in transforming anger into behaviour. After a bad service experience, a feeling of anger occurs when the wishes, needs and plans of the customer are blocked, injustice and expectations are not met. The angry customer either takes action or remains inactive in the event he/she experiences. The primary purpose of the study is to discover how an angry customer behaves. For this purpose, the study of how the complaint behaviour differs in terms of anger dimensions in the airline industry adds originality. In this study, an online questionnaire was applied during the data collection process. The data were collected from national customers who were not satisfied with the service from the airline company, which covered the last three months before the survey was completed. Factor Analysis and Variance Analysis (ANOVA) was performed on the 541 valid questionnaire forms through statistical package program. There was no significant difference between anger dimensions in terms of negative mouth-to-mouth communication and boycott. In terms of direct complaints to the company, there is a significant difference between anger dimensions. Accordingly, calm customers show more direct complaint behaviour to the firm than aggressive and anxious customers. The complaints management policy developed by airline companies against their angry customers is essential. Keywords: Customer Complaint Behavior, Anger, Airline Industry, Turkey