Understanding signals of customer dissatisfaction: Customer goals, emotions, and behaviors in negative service encounters

We propose a model of customer role orientation in response to dissatisfactory service encounters. A dissatisfactory encounter serves as a trigger that causes the customer to reevaluate his relationship intention with the service provider. We introduce four distinct relationship intentions and link each to a specific role orientation. Each role orientation consists of the customer's specific cognitions, emotions, and behavioral manifestations (evidenced and not by the service provider) of these cognitions and emotions.