Interesting Results
Who’s Complaining?
If your organization serves people from different cultures, you should know that they may react differently when they are dissatisfied. A study comparing complaint behavior of American and South Korean consumers found that dissatisfied American consumers are more likely than South Korean consumers to:
- Express their dissatisfaction directly to employees of the organization with which they are dissatisfied.
- Continue to patronize an organization once they’ve expressed their dissatisfaction.
Dissatisfied South Korean consumers are more likely than American consumers to:
- Quit patronizing the organization with which they are dissatisfied.
- Convince their friends and family not to do business with the organization.
- Continue patronizing an organization when they are dissatisfied but have not expressed this directly to the organization.