Customer Rage: Systematic Literature Review and Future Research Agenda

ABSTRACT Customer rage has emerged as a critical area of consumer behavior research, where negative consumer experiences have an adverse impact on brand reputation. Despite its significance, existing literature remains fragmented, lacking a comprehensive synthesis of the antecedents, mediators, and consequences of customer rage. To address this gap, this study conducts a systematic literature review of 73 key studies, integrating interdisciplinary theoretical perspectives such as attribution, appraisal, justice, and behavioral theories. Through structured synthesis, we developed a refined conceptual framework that captures the dynamic interplay of psychological, technological, and contextual factors influencing customer rage. Furthermore, we have identified underexplored research areas and proposed future research directions, focusing on theoretical advancements, contextual factors, and methodological innovations. Our findings contribute to the consumer behavior literature and offer actionable insights for businesses navigating customer rage in an increasingly digitalized marketplace.