The satisfaction of captive service customers

Captivity reduces customers’ service quality perception and amplifies their reactions. This study tests the effects of captive customers’ negative emotions and price dissatisfaction on their quality perception, dissatisfaction, and word-of-mouth. Results show that captivity arouses customers’ negative emotional feelings and price dissatisfaction, which in turn reduce service quality perception and positive word-of-mouth and directly and indirectly exacerbate dissatisfaction.