The Behavior of Dissatisfied Customers

Whoever wants to avoid dissatisfaction or placate dissatisfied customers must know how (dis)satisfaction arises, what keeps customers from complaining and what aspects of the firm’s reaction to a complaint please and bind customers. Dissatisfaction occurs if the perceived performance falls short of the customers’ expectations. In complaints, customers express their dissatisfaction and the perceived violation of their minimum expectations. Complaints contain relevant, more current, more concrete and more cost-effective information about customer dissatisfaction than standardized satisfaction surveys.