You are conducting a small-scale qualitative project about the nature of product dissatisfaction. You will need to follow the steps below.
a. Write a 2-page narrative about a time that you purchased a product or service with which you were very dissatisfied. You should include in your narrative the following points: (1) the product or service, (2) your expectations when you bought the product or service, (3) any interactions with salespeople or customer service people before, during, or after the purchase, (4) the feelings and emotions that accompanied your dissatisfaction, and (5) the outcomes of your dissatisfaction. You may include other details as well.
b. Collect narratives written by four of your classmates. Create a matrix. Across the top you will list the product or service, the conditions that led to dissatisfaction, any actions that are related to the creation of dissatisfaction, and the outcomes of dissatisfaction (you may separate the emotions accompanying dissatisfaction from other outcomes in two or more separate outcome columns). Down the left side you will name each person (using a pseudonym).
c. If you were to engage in selective coding, what overarching theme or perspective do you think would integrate your categories?
d. What did you learn about dissatisfaction? What are the managerial implications of your findings, that is, how can companies lessen or prevent dissatisfaction? Be as complete as possible in drawing managerial implications.