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O objetivo geral da pesquisa e verificar a influencia da emocao da raiva dos consumidores, decorrente de uma situacao de transgressao (violacao de conduta, falha), na percepcao de qualidade do relacionamento consumidor- empresa. A concepcao foi causal, com utilizacao de experimentos. A raiva surgiu, em ambos os experimentos, como a emocao mais sentida pelos participantes apos as falhas de servico, comprovando que os participantes atribuiram a responsabilidade da falha a empresa. Apos as acoes de recuperacao, em ambos os experimentos, as medias das emocoes negativas cairam, em especial, as da raiva. O melhor resultado na analise de qualidade do relacionamento e a maior queda do grau de raiva foi para o grupo da compensacao financeira, mostrando que uma acao de recuperacao de falhas, adequada para a emocao, e eficiente na diminuicao do grau de raiva e melhora a percepcao de qualidade do relacionamento.  THE INFLUENCE OF TRANSGRESSION AND CONSUMER ANGER ON EVALUATION OF SERVICE FIRMS  The main goal of this research is to verify the influence of anger, after a situation of transgression (service failure), on perception of consumer – firm relationship quality. The research conception was causal, using experiments. The anger emotion appeared like the most felt emotion after services failures, showing that the subjects attributed the responsibility for the service failure to the company. In both experiments after service recoveries, the means of negative emotion fell, specialy, the means of anger emotion. The biggest fall of degree of anger and the best result in the perception of relationship quality were the group of financial compensation, showing that a good service recovery is eficient to pull down the degree of anger and improve the perception of relationship quality.  Key-words: anger, service failure, service recovery.

A influência da transgressão e da raiva do consumidor na avaliação de provedores de serviços de Susi d’Almeida Garrett e Paulo H. M. Prado