CONSUMER BEHAVIOUR

Consumer Behaviour

Consumer Behaviour

Introduction

This paper deals with the process of how consumer dissatisfaction is formed, both from a cognitive and an affective perspective, and also with how it translates into complaint behaviour intentions. Our main objective is, on the one hand, to gain an insight into the effect that the disconfirmation of expectations has on dissatisfaction judgments, not only directly, but also indirectly through negative effects. On the other hand, we intend to analyze the influence these judgments exert on complaint behaviour intentions, which can develop into complaint responses, third party responses, or private responses. I will use here my own example, when I was dissatisfied with an experience as a consumer. I experienced an unsatisfactory situation with a restaurant.

My Dissatisfaction Experience

Once I went to a famous restaurant in London with my friends. It was my birthday treat and I was so excited that I had brought my friends at a very good place. However, this came out to be the bad experience ever in my life. When we reached there, the welcoming part was great as it always used to be. It was weekend; therefore, there were so many people in the restaurant. It took 20 minutes for the waiter to come at our table for taking the order. We ordered around four or five dishes. He said that the lunch would be served in 15-20 minutes. However, it took around 45 minutes for the lunch to be served at our table. After waiting for so long, we were expecting the food to be really good and delicious. But, the dissatisfaction came out when we taste the food. Three out of five dishes were not of the same taste as we used to get there. The stakes were not well cooked. The soup was not hot. In fact, all of the food was not hot. We asked the waiter to take the food back and get the properly cooked one. He took it back and then brought it after another 15 minutes.

After finishing, I asked the waiter to bring the bill. When I checked the bill, it was over charged. There were extra fifty pounds over charged in the bill. By looking at the bill, I was really mad at the waiter and asked the manager to come and see the matter. I was so pissed off with the overall scene happened that day. I complained the manager about everything bad happened that day. However, the manager apologised and asked me to take this lunch as complimentary and not to pay. I was so mad that I did not accept his offer and paid the actual amount and left the place. This was the worst experience I have ever had in my life at any restaurant.

Response to the unsatisfactory consumption experience using appropriate theories

The analysis of the most relevant literature indicates that there is no clear difference between the study of satisfaction and dissatisfaction as the authors often provide approaches, theoretical and empirical results, in principle, which appear ...