This study investigates online dysfunctional customer behavior, specifically negative "word-of-web" (WOW), in online feedback forums among frequent-flyer program participants in the airline industry. According to frustration theory, customer frustration incidents can lead to frustration behaviors such as protest, manifesting as negative word-of-mouth. On the internet, customers can express their emotions both verbally and non-verbally across various web-based review platforms. The study aims to understand the dynamics and implications of such negative feedback in online forums.