Negative experiences outperform the positive ones

That is very true, the negative experiences we have outperform the positive ones, we tend to remember the bad experience longer, they tend to affect our mood more than the positive ones. Some studies even put a number on this saying we need to have 4 to 5 good experiences to erase 1 single bad experience. If you were married it may means you have to do 5 good things to your spouse before she forgive you.

When we think in terms of business it may be very wise to start taking care of bad reviews before investing in more advertising. That is why I am always advocate to have what I called "the foudations" in place before running some ads, that will give a much better results for your ads if you have this foundation in place before doing advertising.

There is a service online marking provide to help you fix this problem, it is called reputation management, if don´t know where to start it may be a good idea to look into this kind of service, it will improve your business in no time.

Remember.  You just go to search for a doctor on the yellow pages if your family or friends cannot refer you to one. We trust people, family and friend,... the last resort is to go to directory of doctors. That is why also is so much cheaper to maintain a client than acquire a new one

Here are some other articles you can go to read more about good vs bad: 

Bad vs. Good: Why Does the Bad Seem to Outweigh the Good?
Bad Memories Easier to Remember
Praise Is Fleeting, but Brickbats We Recall
New Study Suggests we Remember the Bad Times Better than the Good