PurposeThis study aims to investigate pre‐complaint situations and has a threefold purpose: to identify a set of negative emotions experienced in unfavourable service experiences, to examine the patterns of these negative emotions and to link these negative emotions to complaint behaviour.Design/methodology/approachTo fulfil the threefold purpose previously outlined, the study uses a combination of qualitative and quantitative methodologies. A critical incident technique is applied. The empirical data are derived from 25 in‐depth interviews and the results of a questionnaire survey of 3,104 respondents.FindingsA total of 20 observed negative emotions are reduced to a second‐order construct with five latent categories of negative emotions: shame, sadness, fear, anger and frustration. These categories coincide with three categories of negative emotions in the agency dimension: other‐attributed, self‐attributed and situational‐attributed. The study finds that the negative emotion of frustration is the best predictor for complaint behaviour towards the service provider.Research limitations/implicationsThe results are limited by the fact that the data are entirely self‐reported. Moreover, the generalisabilty of the results is limited by the fact that the findings relate to one service industry in one country.Originality/valueThe study provides a comprehensive conceptual understanding of both pre‐complaint negative emotions and how these emotions affect customer complaint behaviour.