In the new millennium, customer experience has been coined as the new service frontier. Today, with business competition accelerating, it has become one of the critical pillars for organization’s sustainability. Customer experience is the product of the interaction between a customer, and an organization. It includes elements such as the subscription to a particular service and emotional experience. Dissatisfaction on the other hand, is a situation where customers’ evaluation on actual service received contradicts with their prior expectation. Thus, causing them to respond in a negative way, in which will ultimately lead to loss of business for the organisation. Although, understanding how customers attribute blame for service shortcomings and its consequences are of critical importance, little study has been done so far. Therefore, this study will seek to ascertain the effect of dissatisfied service experience on negative emotional experience, and its subsequent effect on customers’ reaction after a service shortfall in the mobile telco service industry. The study also seeks to understand the role of customers’ emotional experience and how it fits into the phenomena. Data were collected using the mall intercept method via survey questionnaire. 66 respondents participated in the pilot study but only 53 were processed for data analysis. Data were Rasch analyzed to produce interval level data known as logits. In this study, the interval level data were analyzed using the Partial Least Squares (PLS) SEM technique to test relationships as hypothesized in the research framework.