Towards a better understanding of the concept of revenge against banks

Purpose The purpose of this research is to investigate the concept of revenge against banks. Design/methodology/approach Structural equation modeling was used to test hypotheses based on collected survey data. A total of 625 questionnaires were collected from Lebanese customers. Findings Research findings identify multiple antecedents to consumers' desire for revenge against banks by encapsulating the cognitive, emotional, social, and personal patterns that influence the desire for revenge. The author found that the desire for revenge fuels direct behavioral reactions towards bank. Practical implications Consumer revenge remains underdeveloped in marketing research. This study provides managerial recommendations to assist bank response strategies in managing consumer revenge behaviors. Originality/value This study is one of very few that explores the concept of revenge against financial institutions, specifically by connecting the literature to the discovery of cognitive, affective, and social factors. This paper contributes to the existing body of knowledge by highlighting the role of personality traits in consumer revenge. This study’s research implications are built on unique findings in a developing country, while most extensive studies that boost negative public attitudes toward the banking industry are established in developed countries.