Spectator Rage as the Dark Side of Engaging Sport Fans
研究体育赛事中观众愤怒现象，认为它可能源于组织过度情感参与而非服务失败，并分析影响球迷消费体验的因素，帮助服务营销者减少愤怒事件。
Customer rage is a complex phenomenon that is beginning to receive attention from researchers and practitioners. To date, research into the phenomenon has focused exclusively on its occurrence within a failed service context; however, rage may also occur in nonfailure situations as a negative by-product of an organization’s efforts to engage the customer at an emotional level. As a service entity, the live sporting event is characterized by a number of features which make it particularly susceptible to acts of rage. This article examines rage within the context of spectator sport by utilizing a framework that is capable of organizing and focusing attention upon those factors that shape a fan’s consumption experience and render spectator sport, and services in general, susceptible to rage. Services marketers may be unable to eliminate all incidents of spectator rage, especially those that arise when a customer becomes excessively and emotionally absorbed with the service encounter. Nevertheless, fans’ propensity to rage may be reduced by understanding the factors that contribute to it and by carefully designing servicescapes and vigilantly managing customer interactions to generate exhilarating, yet nonaggressive, customer experiences.