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Research into consumer satisfaction levels have gone far enough for several years now, however, much has not been done to reiterate how consumers will react and deal with their dissatisfaction and the effect it has on the companies. The main objective of this paper was to review literature that depicts the impact that dissatisfaction has on consumers based on existing theoretical literature. The focus of this study is mainly to know how far a consumer is willing to go when dissatisfied with a product or service, in effect, weighing all the pros and cons of consumer dissatisfaction. This review paper combines the results of previous studies conducted on consumer dissatisfaction. The major consequences of consumer dissatisfaction discussed in this paper include negative Word-of-mouth, switch, complaints and no co-creation intentions. One major finding of this study is that all literature on consumer satisfaction relates it with consumer dissatisfaction by using several theories to explain a consumer’s judgement after consuming a product or service.

A Critique of the Impact of Consumer Dissatisfaction