Thoughts on Customer Dissatisfaction Research

摘要

Development of newly emerging marketing theories and practices of excellent enterprises in marketing management has proven that customer dissatisfaction is an effective mechanism. Listening carefully to, and properly handling customer dissatisfaction are practical methods to improve service quality and the relationship with customers. However, as the results of the study indicate, the measurement of customer satisfaction and the analysis of customer complaint have great limitations in acquiring the information on customer dissatisfaction. This paper delves into the necessity of introducing customer dissatisfaction research and several issues related to the implementation of customer dissatisfaction research according to the particularity of service marketing.