Herzberg’s Theory

Frederick Herzberg established two factors that distinguishes dissatisfier from satisfier.

  • The factors that results to satisfaction are Satisfier.
  • The factors that results to dissatisfaction are Dissatisfier.

Removing dissatisfier is not alone enough to motivate a customer to buy the product. For example, a laptop that comes with a warranty but doesn’t have much features to satisfy the needs of the customer won’t sell out. On the other hand, a high configuration laptop with 3 years warranty(Like HP/Dell) are much likely to satisfy the customer.

Satisfaction can be divided into two categories and they are

  1. Positive Satisfaction: Customer satisfaction is very important for conducting business. It has been found in a survey that was conducted on 200 senior marketing managers, customer satisfaction lead to customer loyalty and they would refer their product to a friend/family.
  2. Dissatisfaction: A dissatisfied customer is less likely to buy the product again. It is more likely that he will never comeback and share negative remarks/experiences of the product with friend and colleagues.

In order to conduct a successful business the company should regularly ask their customers to rate their satisfaction with the product on a scale of 10. If the average rating falls between 6-10 then the product service can be considered acceptable. On the other hand if the rating falls under 5, the company should conduct research what is causing the customers to be dissatisfied.

Learn More about Herzberg Theory: Marketing Management by Kotler


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