Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study

While  marketing  scholars  have  emphasized  the  importance of customer satisfaction, few  studies  have examined in detail consumers' responses to  dissatisfaction. This study examines correlates of  one  possible response-telling  others about the  dissatisfaction-and  identifies variables that distinguish  this response from others. Variables investigated  include the  nature of  the  dissatisfaction, perceptions of blame for the dissatisfaction,  and perceptions of  retailer responsiveness. Marketing management and consumer behavior research  implications are discussed


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Source: Marsha Richins