A scientific article describes the negative impacts of customer dissatisfaction on business success.
The opposite of customer satisfaction is customer dissatisfaction which should be avoided due to the severe consequences that can arise. For one, a dissatisfied customer can break a business. It is estimated that 13 % of dissatisfied customers are likely to share their experiences with more than 20 people. As a matter of fact, more than 95% of unhappy customers do not complain, but more than 90% of those unhappy customers will leave and never return. In reality, a business faces fewer complaints from customers when customer satisfaction is achieved.
Another critical point often overlooked is that negative reviews tend to spread much faster than positive ones. Furthermore, even though a business has successfully upgraded its operations and interactions with customers, negative reviews tend to linger and create negative perceptions amongst both current and potential customers, thereby inhibiting future purchases or engagement with the business brand, products, or services and, ultimately, business success.
Original Article:
Basari, M.A.M.D. and Shamsudin, M.F., 2020. Does Customer Satisfaction Matters? Journal of Undergraduate Social Science and Technology, 2(1).