Customers are most dissatisfied when a ____ occurs.
A)disconfirmation
B)zone of intolerance
C)positive disconfirmation
D)confirmation
E)negative disconfirmation

Question

Quizplus · Accepted Answer

Negative disconfirmation refers to a situation where a customer's expectations are not met, resulting in dissatisfaction. This is the most likely reason for customer dissatisfaction as it implies a gap between what the customer expected and what was actually delivered. Options A, C, and D are related to different degrees of meeting or exceeding customer expectations but do not necessarily result in dissatisfaction. Option B refers to the range of expectations within which customers are satisfied, and it does not necessarily imply dissatisfaction.

Customers Are Most Dissatisfied When a ____ Occurs