You know when you’re asked to fill in a comments card at the end of a meal or when you’re asked to take a survey about some service? Do you even give the highest 5-star rating?

I’ve come to notice very often that people are naturally hesitant when rating services. It’s just one of those things. People can’t seem to ever admit that they are completely satisfied with a service. Recalling something I learned in Marketing Class, a product or service could delight a customer and this would be the highest level achieved. The customer’s expectations would be exceeded. I know Kotler knew what he was talking about, but somehow human psychology seems to be very different in reality. People don’t seem to want to admit that they have been delighted. Times are changing and people are getting harder to please, or are they just guarded with their feelings?