Consumer dissatisfaction and online revenge behaviour online revenge : A systematic review of the literature[L’insatisfaction des consommateurs et le comportement de vengeance en ligne : Une revue systématique de la littérature]

Dealing with dissatisfied customers has become a paramount concern for managers and business leaders, especially in today's technological revolution. However, online revenge behavior occurs when these customers post negative comments on social networks, discussion forums, review sites, blogs or other online platforms to express their frustration. This article therefore presents a systematic review of the literature on this behavior, in order to synthesize research in this field. A rigorous process resulted in a sample of 67 papers published in scientific journals between 2001 and 2023. It was identified through keyword searches in 9 databases. Our aim, after analyzing the conceptual link between customer dissatisfaction and online revenge behavior, is to shed further light on the different currents and starting assumptions on which researchers base their work, with a view to breaking down the various theoretical gaps and proposing avenues for future research. Analysis of the results shows that the majority of articles are relatively empirical, accounting for 61% of the sample, and that qualitative approaches predominate.