Assertiveness and aggressiveness as potential moderators of consumers' verbal behavior following a failure of service

49 men and 37 women participated in a study of the relationships among assertiveness, aggressiveness, and verbal intentions. Findings suggest that as a person's social network extends out from family to others. Nonassertive and Aggressive persons are less likely to discuss a problem with service and their response. However, more assertive consumers are significantly more likely to discuss these same circumstances with acquaintances and others. The nature of intended verbal communications was positive for Assertive relative to Nonassertive consumers. Sex of the subject did not appear to be of importance.