Hello friends Summarized! This time we will discuss about consumers who are dissatisfied and will react with action. Consumers are people who buy or use the products or services we offer. Of course, we want our customers to be satisfied with what we provide, because that will increase our loyalty, reputation and turnover.
Dissatisfied Consumers Will React with Action?
Reasons That Can Make Consumers Feel Dissatisfied
However, not all consumers are satisfied with the products or services they buy. There are various reasons that can make consumers feel dissatisfied, for example:
- Products or services do not meet expectations or promises made.
- The product or service is of poor quality or is defective.
- The product or service does not provide the expected benefit or value.
- The product or service does not match consumer needs or tastes.
- Products or services are too expensive or not worth it.
- Products or services are difficult to access, use, or return.
- Service from sellers or service providers is less friendly, professional, or responsive.
How Dissatisfied Consumers Will React with Action
Then, how will dissatisfied consumers react with action? Will they just shut up, complain, return items, give negative reviews, or even boycott? The answer depends on several factors, such as:
- Level of consumer dissatisfaction. The higher the level of consumer dissatisfaction, the more likely they will react with tougher and more public action.
- Consumer characteristics. Some consumers find it easier to express their dissatisfaction than others. This is influenced by factors such as personality, culture, age, gender, education, and experience.
- Situation and context. Several situations and contexts can affect consumers’ reactions to their dissatisfaction. For example, if consumers feel pressed for time, they may be more inclined to take quick action than to wait for a solution. If consumers feel there is support from others who have similar problems, they may be more willing to speak up than to remain silent.
- Alternatives and hope. Several alternatives and expectations can affect consumers’ reactions to their dissatisfaction. For example, if consumers have many choices of other, better products or services, they may find it easier to switch than to stick with. If consumers have high expectations of the product or service they are purchasing, they are likely to be more disappointed and angry than if they have low expectations.
Based on the factors above, we can group consumers’ reactions to their dissatisfaction into four main categories, namely:
| Category | Description | Example |
|---|---|---|
| No action | Consumers do nothing to solve their dissatisfaction problems. They may feel that the problem is not that big, that no solution is satisfactory, or that it is pointless to complain. | Consumers buy shoes online that turn out to be too small. They didn’t bother to return the item or contact the seller. They just keep the shoes in the closet and never wear them again. |
| Personal action | Consumers take action to resolve their dissatisfaction problems privately. They may seek solutions on their own, return items, seek replacements, or seek compensation. | The consumer buys a birthday cake that turns out to taste awful. They contacted the cake shop and asked for a refund or a new cake. |
| Voice action | Consumers take action to express their dissatisfaction with others. They may complain to sellers, service providers, consumer organizations, social media, or friends and family. | Consumers buy new cellphones that often hang. They write negative reviews on e-commerce sites, send messages to the cellphone brand’s social media accounts, and share their bad experiences with those closest to them. |
| Exit action | Consumers take action to avoid or end a relationship with a seller or service provider that makes them dissatisfied. They may stop buying the product or service, switch to another brand, or even boycott. | Consumers buy plane tickets online which turns out to be problematic at check-in. They feel cheated and do not get a satisfactory solution from the airline. They decided never to use the airline again and encouraged others to do the same. |
How to Avoid Dissatisfied Consumer Actions
Of the four categories of consumer reactions above, of course we want to avoid the last one, namely exit actions. Therefore, we must strive to increase consumer satisfaction in ways such as:
- Providing quality products or services, useful, and in accordance with consumer expectations.
- Setting prices that are reasonable and commensurate with the value of the products or services we offer.
- Providing easy, fast and convenient access to our products or services.
- Providing friendly, professional and responsive service to consumers.
- Listen and respond to complaints, suggestions and input from consumers properly.
- Provide a fair and satisfactory solution, replacement or compensation in the event of a problem.
- Build a good and long term relationship with consumers.
Conclusion
Thus this article about how dissatisfied consumers will react with action. Hopefully this article is useful and adds to all of your insights. If you have questions, suggestions, or input regarding this article, please write in the comments column below. We’d love to hear your opinion. Thank you for reading this article to the end. See you in the next article!
