The impact of perceived crowding on customers’ desire for revenge in service failure situations and its underlying mechanisms

Purpose – Drawing on self-control resource theory and neutralization theory, this study aims to examine how perceived crowding influences individuals’ desire for revenge following service failure and identifies the underlying mechanisms. Design/methodology/approach – Through a scenario experiment in an in-person setting and two online experiments, this study demonstrates that perceived crowding amplifies consumers’ desire for revenge by triggering ego depletion and moral disengagement. In addition, the message framework (self-focused vs other-focused) in service recovery communication moderates the relationship between perceived crowding and desire for revenge. Findings – This study confirms the strengthening effect of perceived crowding on desire for revenge in service failure contexts, revealing the mediating roles of ego depletion and moral disengagement, as well as their serial mediation. In addition, the study reveals that the message framing (self-focused vs other-focused) in service recovery communication moderates the relationship between perceived crowding and desire for revenge. Specifically, self-focused framing reduces the impact of crowding on desire for revenge, while other-focused framing has no significant buffering effect and may even intensify this relationship. Originality/value – This study deepens our understanding of the psychological and behavioral consequences of crowding in service failure contexts and provide valuable insights for improving service recovery strategies.