Within any sort of market, people have different experiences which contribute greatly towards how that person feels about that specific market, or a vendor within that market. One might think that the feelings and emotions which a person experiences in everyday markets might not apply to the financial markets. However, opinions about financial services and products can be formed in a similar manner to any other common market.
I can explain this quickly using the fruit analogy, a market which most people can relate to. In this market, consumers can choose from a number of different vendors, selling similar products. Even though products might seem to be pretty much the same, individuals still tend to have their preferred fruit sources. How can this be? Well, preferences are formed through experiences and opinions of people surrounding that individual. If you have a negative experience purchasing fruit from a particular vendor, you will probably avoid going back to that seller and look to take your business elsewhere. Similarly, you might avoid purchasing fruit from a store if you hear negative feedback from someone else. This human behaviour is very similar to what goes on in the financial market.
Financial services is home to many financial advisers offering a vast range of products, and, unfortunately, some customers might not get the satisfaction they would have expected prior to investing their money. This can either be poor investment performance, or irregular service from the adviser. For example, the original adviser may have left the firm and the ongoing service is unsatisfactory.