An Analysis of the Effect of Consumer Dissatisfaction on Negative Word of Mouth

Abstract

Consumers engage in Word of mouth for due to satisfaction or dissatisfaction. Word of mouth is a very powerful tool that can make or break an organization. A satisfied consumer will spread positive word of mouth while a consumer who is dissatisfied will spread negative word of mouth about the products and services. In this paper we test empirically to see how Xiaomi customers in China and a few other countries such as United States of America, Australia and Africa, including South Africa express their dissatisfaction level through negative word of mouth using SPSS as a means of analysis. Main findings and conclusions are discussed.

Keywords: Dissatisfaction, word of mouth, xiaomi, no company feedback, consumer feedback