Customer Dissatisfaction and the Zone of Uncertainty

Offers a personal commentary disagreeing with those who imply that dissatisfaction is simply the opposite of satisfaction. Examines the concept of the dissatisfied customer, concluding that there is no direct correspondence between satisfaction and dissatisfaction, and that the features of satisfaction are not the same as the elements of dissatisfaction. Considers the results of a satisfaction survey, finding that the zone of uncertainty is very difficult to measure, since it may be influenced by various externalcircumstances. Aims to bring the notion of dissatisfaction and the zone of uncertainty to the attention of researchers, arguing that more research is needed here.