a) The
Price. A typical
motive for dissatisfaction is the price, especially when the client
finds a similar service for a lower price. However, research shows
that the price is not the principal decision factor for the majority
of consumers.
b)
Variability of the prices. Changes
in prices can be the cause of dissatisfaction. A variable mortgage
can be affected by interest rates.
c)
Psychological Importance. Desired
services generate less discord. The dissatisfaction will depend
on the importance given to the product or service and the emotional
link to it.
d)
Assistance. The consumer considers
the assistance received not good enough.
e)
Number of alternatives. The
dissatisfaction will depend on the perception of desirable and accessible
alternatives.
f)
Similar alternatives at different prices. Acquiring
a product or service and then comparing what you have with other
companies which offer the same at lower prices.
g)
Credibility from the source of information.
Lack of credibility from the source of information. Credibility
is a fundamental factor especially with services. The consumer should
perceive the sales person or the employee that is giving them their
service as an expert and feel they are telling the truth.