SQA Higher Business Management Practice Exam

Customers can express their dissatisfaction with a business by choosing to take their custom elsewhere. This option encapsulates a fundamental concept in business: customer loyalty is influenced by satisfaction levels. When customers are unhappy with a product or service, one of the most direct actions they can take is to stop purchasing from that business and instead support competitors who they feel may serve them better. This loss of business can significantly impact a company's revenues and market position, making it a powerful form of expressing discontent.

The other options, while relevant to customer feedback and business interaction, do not directly represent the action of a dissatisfied customer choosing to disengage from a business relationship. Social media campaigns and demanding lower prices can be forms of expressing dissatisfaction, but they often highlight issues without leading to an immediate change in purchasing behavior. Attending shareholder meetings typically involves stakeholders rather than general customers and may not reflect a consumer's direct response to dissatisfaction.