Module 3 : Psychological Considerations

3.1 Introduction Human psychology is a significant factor in determining the nature and frequency of complaints; it also drives individual expectations regarding possible outcomes. Many consumers do not complain when they are unhappy about a product or service due to psychological barriers, including: Low self-esteem - causing a lack of belief in their personal ability to resolve problems or right to do so Surprise or disbelief that the problem has occurred - leading to feelings...