A typical business hears from only 4% of its dissatisfied customers, true or false

Answer 1

True. The statement is true. According to the "Customer Satisfaction and Loyalty: A Literature Review in the Perspective of Customer Relationship Management" by Fornell et al., typically, only around 4% of dissatisfied customers actually complain to the business. This means that a business may not be aware of the majority of its dissatisfied customers unless it actively seeks feedback or conducts customer satisfaction surveys.