Do switching costs buffer the effects of pre-recovery negative emotions on customers’ personal interaction with employees?

Purpose – This study aims to investigate the impact of customer pre-recovery negative emotions on personal interaction (e.g. friendliness, kindness, politeness and courteousness) between customers and employees during service recovery. The moderating role of switching costs on the aforementioned relationship is examined to test two competing theories (interdependence theory vs self-determination theory). Design/methodology/approach – Using a critical incident technique, a survey was conducted based on 605 respondents. Findings – Results showed that pre-recovery negative emotions have a negative impact on customers’ personal interaction with employees, and this relationship is strengthened among customers with high switching costs. Originality/value – This study advances an understanding of negative customer behaviours during service recovery triggered by pre-recovery negative emotions. It reveals the harmful impact of angry customers with high switching costs on frontline employees tasked with managing the recovery process.