Mick Jagger wrote the iconic song as a reflection on an increasing market oriented world, with marketers promoting their brands promising ” satisfaction” at an ever increasing rate probably evoking some negative reactions in the author’s mind.
On the two sides of satisfaction; perception of quality and emotional reactions, I’d say that my work is very much focussed on emotional reactions. In the development sector over all, I’d like to argue that this is very much the case and perhaps an issue with the customer approach of many of the donor organisations. Any organisation depending on donors for their funding, Amnesty International, UNICEF, Save the Children, will base their communication and appeal to the emotional reactions of their audience or customers, customers in this case being the donors. Imagine a campaign showing starving children in an effort to make you donate money. This communication triggers aims at triggering an interesting response within you, I imagine you’d feel a emotions high on both arousal and displeasure on the Russel structure of core affect scale , hence most likely stressed and nervous… makes sense to me. By donating, you’d become perhaps less aroused and more pleased making you serene and calm, at least to some extent.
With the programme I’m working with being very much focussed on collecting perceptions and “customer feedback” there’s a natural connection to the topic. I’m yet struggling to find evidence of the theories studied in this course being applied to the other category of customers for these types of organisations – the beneficiaries. Results are mostly measured in hard evidence; nr of schools built, amount of meals distributed etc etc but I rarely see level of satisfaction as an indicator. I might be mistaken and will look into this further as the course moves on and I learn more on the topic and the practice in the industry. This is of course a huge topic that can be elaborated upon immensely.