The report was based on data from a survey of 2,000 consumers in the United States.
Some 52% of respondents say they are likely to complain publicly about a brand if it provides poor customer service; 31% say they are likely to complain about a product issue; 17% say they are likely to complain about a policy issue.
The specific problems most likely to inspire complaints are faulty products, hidden fees, rude customer service representatives, and products that don't match their descriptions.
Nearly three-quarters (73%) of consumers say they leave negative feedback about brands in order to save other people from having the same experiences.
Some 49% of consumers say they leave negative feedback in hopes of making companies more up front about fees/policies; 48% complain because they want refunds.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji