what does rejecting the hypothesis mean

Hi, so I'm new to statistics and am not very comfortable with it yet. It may be a very simple question, but I'm finding this very difficult to understand
In research papers the hypotheses are mostly in a particular direction.
Like "satisfaction is positively related to customer retention"
If this particular hypothesis is rejected, does it mean that 'satisfaction is negatively related to customer retention' or that 'satisfaction is unrelated to customer retention'?
Please clarify