CASE CHAPTER $17$: QUALITATIVE DATA ANALYSIS

THE PREVALENCE OF ANGER IN SERVICE CONSUMPTION SETTINGS

Jack O'Brien is a PhD student at the University of Edinburgh. Jack is working on a PhD thesis on the role of negative emotions, and more specifically the emotion anger, in service consumption settings. Jack's dissertation aims to supply service providers with knowledge to prevent anger and to adequately deal with $$ustomers experiencing anger, both on a strategic and operational level. On a strategic l$$vel$,$ his dissertation will support service firms with respect to decision$-$making and services marketing management. On an operational level, it will first and foremost offer service providers information for avoiding customer anger and dealing with angry customers.

To emphasize the practical relevance of his work, Jack and his supervisor have agreed to undertake an exploratory, qualitative study into the prevalence of customer anger. Jack has carried