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Identify and discuss the factors which influence consumer satisfaction and dissatisfaction. Describe and assess the different possible consumer responses to dissatisfaction. How should organisations respond to complaints?
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Identify and discuss the factors which influence consumer satisfaction and dissatisfaction. Describe and assess the different possible consumer responses to dissatisfaction. How should organisations respond to complaints? Introduction To answer this question effectively I intend to split it into three separate sections. In the first section I will discuss the different factors which influence consumer satisfaction and dissatisfaction (CS/D). Due to the restrictive word limit I will be basing my arguments mainly around the three main traditional theories of CS/D, Expectancy Disconfirmation, Equity Theory and Attribution Theory as well as more recent research into the factors affecting CS/D. In the second section I will discuss the three main responses to dissatisfaction; take no action, private action such as avoiding the brand in the future and public action such as complaining to the business. Finally in the third section I will discuss the most effective ways for organisations to respond to customer complaints, including amongst...
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