Understanding dissatisfaction through evaluation theory

Abstract

Despite its effects on organisations, dissatisfaction is an under-researched topic in management. This research provides a model built upon evaluation theory that helps to understand the motives, negative emotions, confrontation strategies and legitimacy when consumers are not satisfied with the services given. This model is tested in a sample of 844 people using structural equation modelling. The research findings show the impact of reputation and identification in dissatisfaction and the importance of managing dissatisfaction to improve trust and loyalty. Managers can use these results to development strategic plans and marketing strategies in order to attract and retain more consumers.