Dissatisfiers

Dissatisfiers, also known as basic factors or hygiene factors, are elements in a product or service that, if absent or deficient, lead to dissatisfaction. However, their presence alone does not necessarily lead to satisfaction. They are considered essential requirements that customers expect, and their fulfillment prevents negative feelings, but does not proactively create positive ones.

The concept of dissatisfiers was popularized by Frederick Herzberg's two-factor theory of motivation. According to this theory, these factors are related to the context of work or the environment in which a product or service is delivered. Examples in a customer service context include poor response times, lack of clear information, or malfunctioning equipment. In a product context, these might be a lack of basic functionality, poor build quality, or missing essential features.

When dissatisfiers are present, customers are likely to be unhappy. For instance, if a hotel room is not clean, the guest will be dissatisfied. However, if the room is perfectly clean, the guest is unlikely to express strong satisfaction; they simply consider it to be up to standard. The focus for businesses and product developers is often on eliminating or minimizing dissatisfiers to meet baseline expectations before concentrating on satisfiers, which are factors that can truly delight customers and lead to positive experiences and loyalty. Addressing dissatisfiers is a foundational step in customer relationship management and product development.