This is the summary of an article by Tom Ryan. It talks about how consumers tend to be defensive when they are responsible for a product or service failure, and complain against the company instead to protect their sense of self worth. You can read more from the original behavioral targeting article here: Study: Consumers Complain More When its Their Fault.
As employees deliver their services to customers, things can go wrong sometimes, and Service Failure occurs. Organizations that have service failure lose their customers, and in turn, lose millions of revenue dollars. That is why many managers feel the need to know about the nature of service failure: how it takes place, what the response of the customers are to these service failures, and how to recover these lost customers. This is the summary of an article by Rebekah Bennett, et al. You can get the pdf of the behavioral targeting here: Emotions and Complaining Behavior Following Service Failure