This page has been automatically translate with Google from the Italian language.

CHAPTER 1: The satisfaction of the customer

1.5 The costs of the dissatisfaction

We have seen, shortly, how much a satisfied customer and above all faithful it can be worth for a company.
Beyond to all the positive effects cited you, we must mention the aspects denied to you, indeed lethal, than the dissatisfaction of the customer it can instead provoke.
Essential it is to remember that the customer has from its part the most powerful arm: the choice.
If it is insoddisfatto of the received service, can decide in every moment to abandon, determining for the fornitrice company in the first place loss to us of revenues, but not only.
Therefore like the passaparola (Wom, word of mouth) positive enriches the company, viceversa the passaparola negative of the insoddisfatto customer impoverisce it, but in more powerful way.
According to a search carried out from the Tarp (Technical Assistance Research Programs) in fact, a insoddisfatto customer tells the reasons of its dissatisfaction medium to others 8-10 upgrades them customers.
Part of these stretches to they time to diffuse negative news on that company, also never not having tried directly the experience.
To the end a vicious circle is created that brings damage to the same image of the company, which difficultly will succeed to reconquer those upgrades them customers with marketing campaigns; the customers upgrade them are, in fact, more he tilts to giving confidence to who already has used near that company rather than to the publicity. The costs of the dissatisfaction can be reassumed in:

Figure the 1,3 costs of the dissatisfaction

Source: Gramma (1993) 7


 


Top | Summary | < < Previous | Next > >
/en/home.php" TARGET="_blank">>> Home Page <<