THE CONSEQUENCES OF CONSUMER DISSATISFACTION
THE CONSEQUENCES OF CONSUMER DISSATISFACTION

Author(s): Portia Opoku Boadi, Li Guoxin, Philip Antwi
Subject(s): Behaviorism, Socio-Economic Research
Published by: Masarykova univerzita nakladatelství
Keywords: consumer dissatisfaction; complaints; negative WOM; inertia; co-creation; intention;
Summary/Abstract: Research into consumer satisfaction levels has gone far enough for several years now, however, much has not been done to reiterate how consumers will react and deal with their dissatisfaction and the effect it has on the companies. The focus of this study is mainly to know how far a consumer is willing to go when dissatisfied with a product or service, in effect, weighing all the pros and cons of consumer dissatisfaction. The major consequences of consumer dissatisfaction discussed in this paper include negative Word-of-mouth, switch, complaints and no co-creation intentions. One major finding of this study is that all literature on consumer satisfaction relates it with consumer dissatisfaction by using several theories to explain a consumer’s judgement after consuming a product or service.

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