What are the sources of customer dissatisfaction?
There are many reasons why a customer may be dissatisfied with a company, product, or service. One reason would be long wait times either in line or on the phone. If people have to wait too long to get service or to complete a purchase, they will feel that their time is being wasted and that the company may feel their time is unimportant.
Another reason for dissatisfaction is the quality of the product or service. If a product is defective or doesn’t do what it is supposed to do, people will be unhappy. The same is true if a service is not properly administered or provided.
Another source of dissatisfaction is perceived poor treatment by employees. If people feel they are being disrespected or treated poorly, they will not be happy and will likely complain to the company.
People might also be unhappy if the price of the product or service is too high. People generally don’t like to pay high prices and will likely complain if the prices are unreasonable. Additionally, if the product or service doesn’t meet the expectations for the price a person paid, complaints will likely follow.
People also tend to be unhappy if the advertised products or services are not available. People might feel they are being tricked into coming to the store and then have to make a choice about buying a different, usually more expensive, product.
There are many, many sources of customer dissatisfaction. Some are common to all businesses while some are specific to various business types. Perhaps the main sources of dissatisfaction that are common to all types of firms are:
- Quality of product. If a product does not meet the consumer's expectations, consumers are very likely to be dissatisfied. This can be true of a customer whose new computer does not work right as well as of a customer who does not like their restaurant meal.
- Speed of service as compared to expectations. If customers have to wait longer than they think is reasonable, they will tend to be dissatisfied with the company.
- Responsiveness of customer service. Customers who try to get help or to register complaints tend to become dissatisfied if they feel the company does not respond to them in a way that shows caring. They feel they are being "brushed off" and become very upset about that.
There are many other causes of customer dissatisfaction, but these are three of the most important.