Why do some dissatisfied consumers fail to complain? This is crucial because as many as two thirds of dissatisfied customers don't complain. The propensity to complain is linked to assertiveness which is a broader area that includes requesting help and information and resisting attempts at compliance. Central to the propensity to complain is a weighting that compares the cost of complaining with the benefits. The higher the Seeking Redress Propensity (SRP) the higher the likelihood of complaining. The study found that the emotion of anger is the main driver of complaining and resignation is the main driver of non complaining behavior. It seems most dissatisfied customers feel that complaining is pointless. A useful strategy to improve customer service is to encourage customers to complain or at least tell you what they are unhappy with. In some ways a 'customer dissatisfaction survey' is more valuable than a 'customer satisfaction survey.'
