Negative affectivity (NA) is a personality trait that involves the tendency to experience negative emotions and poor self-concept. People who are high in NA are more likely to report negative affective mood states across time and regardless of the situation. They also tend to have more somatic symptoms, more stress, and more negative appraisals of themselves, the world, the future, and other people
NA is closely related to neuroticism, one of the broad personality domains in the Five Factor Model. Neuroticism is characterized by emotional instability, anxiety, and vulnerability to stress. Neuroticism also predicts the development and onset of common mental disorders, such as depression and anxiety disorders
In this article, we will explore how NA is related to dissatisfaction caused by various factors, such as quality issues, pricing issues, expectation gaps, usability problems, and customer service problems. We will also discuss some ways to prevent and address customer dissatisfaction and improve customer satisfaction.
One of the most common causes of customer dissatisfaction is quality issues. Quality issues refer to any defects or flaws in the product or service that affect its functionality, performance, durability, or appearance. Quality issues can arise from poor design, manufacturing errors, shipping damage, or improper use or maintenance
Quality issues can trigger NA in customers who are already prone to negative emotions. Customers who are high in NA may perceive quality issues as a personal affront or a sign of incompetence or negligence from the company. They may also feel angry, frustrated, disappointed, or betrayed by the company. They may express their dissatisfaction through negative feedback, complaints, returns, or refunds. They may also spread negative word-of-mouth about the company and discourage others from buying its products or services
To prevent and address quality issues, companies should implement quality control measures throughout the production and delivery process. They should also provide clear and accurate information about the product or service features, benefits, limitations, and warranties. They should also offer easy and convenient ways for customers to contact them in case of any problems or questions. They should also respond promptly and politely to customer feedback and complaints and offer appropriate solutions or compensations.
Another common cause of customer dissatisfaction is pricing issues. Pricing issues refer to any discrepancies or disagreements between the price of the product or service and its perceived value by the customer. Pricing issues can arise from overpricing, underpricing, hidden fees, price changes, or unfair pricing practices.
Pricing issues can trigger NA in customers who are already sensitive to negative emotions. Customers who are high in NA may perceive pricing issues as a form of exploitation or manipulation by the company. They may also feel cheated, deceived, or ripped off by the company. They may express their dissatisfaction through negative feedback, complaints, boycotts, or legal actions. They may also spread negative word-of-mouth about the company and its pricing policies.
To prevent and address pricing issues, companies should adopt fair and transparent pricing strategies that reflect the value of their products or services. They should also provide clear and accurate information about the price of their products or services, including any fees, taxes, discounts, or incentives. They should also communicate any price changes or adjustments in advance and explain the reasons behind them. They should also offer flexible payment options and refund policies for customers who are dissatisfied with their purchases.