The factors causing tension between customer and organization

The factors causing tension between customer and organization
Consumer-organizational conflicts may be triggered by the deliberation, sentiments and the perspectives of the consumer (Klaus, Thogersen & Olander 2005). A customer is a business version of “the piper is the one who calls the tune.” Thus, their very small reactions may cause a considerable conflict between them and the organization. However, the causes of these conflicts may be diminutive. There are very many causes of consumer and business conflicts (Laura, L. 2009). A conflict can arise from the price information. Various organizations have varying price tags on their items. In cases where consumers are offered a similar product at a lower charge, this would cause a conflict with the organization. An example is where a product by manufactured by a company A, retails at a given price while the same content by company B retails at a much lower price.
The next cause is advertisement. The perspectives of parents are a multidimensional construct when it comes to advertisements (Del, Best & Coney 2004). Thus, the advertisement may influence the concerns of the parents and make them perceive of the product being advertised otherwise. An example is where a product x when taken before meals, would make the child to eat huge quantities of food. While it is the privilege of every parent seeing their children eat to their maximum, this form of advertisement may be perceived negatively during global recession when many families are affected or in underprivileged families.
Third is the brand name. There are coincidences whereby a brand name in one language may coincidentally mean something else in another language. However there would be no time to explain to the consumer in a retail shelf. A very good example is Colgate, a brand name of toothpaste. In French, Colgate means “a big, toothy smile.” However, in Spanish, Colgate means “go hang yourself”. Thus, the brand may have a very cold reception in Spain and a warm reception in France. There was a difficult time Colgate being marketed in Spain.
Fourth, influence by other customers. A loyal customer of a particular product may be influenced by another customer in a form of “peer pressure.” If a fellow customer may opine a negative experience with a specific brand that is another customer is loyal to it, the loyal customer motivation may be influenced by the comment.
The other cause can arise from the requirement for comfort or self-confidence. People’s need for styling up may make them to opt for luxurious habits (Karen 2000). An example is where a CEO may go for a trendy car such as a Mercedes rather than a simple Toyota to slot into his class.


Del, H., Best J.R. & Coney A. K (2004). Consumer behavior: building marketing strategy, Volume 1. New York: Mc Graw-Hill Irwin.
Karen, K. (2000). Foundations of ethical practice, research, and teaching in psychology. London: Routledge.
Klaus, G., Thogersen J. & Olander F.(2005). Consumers, policy and the environment: a tribute to Folke Ölander. New York: Springer.
Laura, L. (2009). Consumer Behavior for Dummies. New Jersey: John Wiley & Sons.

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