The Silence of Dissatisfied Customers: An Exploratory Research in an Online Context

Abstract: Purpose: To explore the phenomenon of silent dissatisfied customers in an online context. Theoretical perspective: In addition to the strategic brand management a customer perspective is grasped. Furthermore, the study explores areas related to service recovery and consumer behaviour. Methodology: We apply an explorative approach in the form of a case study of silent dissatisfied customers from a perspective of strategic brand management. Therefore, we chose to conduct focus groups to enable discussion of situations. Moreover, we applied interviews to discover encouragement of complaints to be voiced. Knowledge is gained from empiricism and therefore we employ grounded theory for our analysis. Findings: There exists four situations when customers remain silent dissatisfied. These situations concern; pre-emptive actions by online businesses, customers’ low expectations and previous negative experiences, customers experience lack of energy and time, and customers’ perceive ignorance by online businesses. Furthermore, both customers and online businesses are more or less responsible for the silence depending on the situation. Theoretical implications: This study highlights the phenomenon of silent dissatisfied customers in an online context. Furthermore, the study provides a framework concerning different situations when customers remain silent dissatisfied. This study contributes to the body of knowledge within the field of strategic brand management from a customer perspective. Managerial implications: With this study, online businesses achieve a deeper understanding of how silent dissatisfied customers are encouraged to forward their opinions to improve. That is practiced with the focus on empathy, easiness, and monetary drivers. Originality: Strategic brand management is studied from the view of customers since brands solely exist within the mind of customers.