“…This significance results from the fact that customers rarely provide companies with their opinion on products, especially the positive one. They are more likely (though rarely) to express this negative, which results from the fact that the emotional response of a person to disappointment or dissatisfaction is stronger than to a positive experience, it is also a stronger emotion than satisfaction, it appears faster and lasts longer than satisfaction ( Giese, Cote, 2000;Jeong, Lee, 2014).…”