Consumer Satisfaction, Dissatisfaction, and Complaining Behavior

TLDR

Consumer satisfaction, dissatisfaction, and complaining behavior research emerged as a consumer‑protection issue driven by government policy needs. The article examines how this research evolved into a useful framework for public policy and private business decision making. The authors review alternative definitions of satisfaction and dissatisfaction, vulnerable consumer groups, legal constraints, the role of dissatisfaction in social change, and the three dissatisfaction outcomes—voice, exit, and retaliation—along with long‑term consumer grudge holding. The study highlights that treating dissatisfaction as cognitive rather than emotional is a mistake.

Abstract

Research on consumer satisfaction, dissatisfaction, and complaining behavior, as a consumer‐protection social issue, began in response to government public policy needs. How it developed into a valuable approach for public policy and private business decision making is the focus of this article. Topics discussed include alternative definitions of satisfaction and dissatisfaction, special groups of vulnerable consumers, situations where satisfaction is legally constrained, and how dissatisfaction can lead to social change. The error of treating dissatisfaction as cognitive rather than emotional is emphasized. Three dissatisfaction outcomes (voice, exit, and retaliation) are described, along with a discussion of longer run consumer grudge holding.