Post-purchase evaluation and customer satisfaction are important aspects of consumer behavior. When consumers experience post-purchase dissonance after making a purchase decision, they may try to reduce this anxiety by increasing the desirability of the purchased brand or decreasing the desirability of alternatives. Customer satisfaction depends on how the product's performance matches consumers' expectations. Dissatisfied consumers may complain or switch brands, so companies aim to manage expectations and maintain consistent quality. Developing committed, repeat customers is more profitable for companies than attracting new customers, so relationship marketing focuses on customizing the customer experience over time.
Post-purchase evaluation and customer satisfaction are important aspects of consumer behavior. When consumers experience post-purchase dissonance after making a purchase decision, they may try to reduce this anxiety by increasing the desirability of the purchased brand or decreasing the desirability of alternatives. Customer satisfaction depends on how the product's performance matches consumers' expectations. Dissatisfied consumers may complain or switch brands, so companies aim to manage expectations and maintain consistent quality. Developing committed, repeat customers is more profitable for companies than attracting new customers, so relationship marketing focuses on customizing the customer experience over time.
Post-purchase evaluation and customer satisfaction are important aspects of consumer behavior. When consumers experience post-purchase dissonance after making a purchase decision, they may try to reduce this anxiety by increasing the desirability of the purchased brand or decreasing the desirability of alternatives. Customer satisfaction depends on how the product's performance matches consumers' expectations. Dissatisfied consumers may complain or switch brands, so companies aim to manage expectations and maintain consistent quality. Developing committed, repeat customers is more profitable for companies than attracting new customers, so relationship marketing focuses on customizing the customer experience over time.
Post-purchase evaluation and customer satisfaction are important aspects of consumer behavior. When consumers experience post-purchase dissonance after making a purchase decision, they may try to reduce this anxiety by increasing the desirability of the purchased brand or decreasing the desirability of alternatives. Customer satisfaction depends on how the product's performance matches consumers' expectations. Dissatisfied consumers may complain or switch brands, so companies aim to manage expectations and maintain consistent quality. Developing committed, repeat customers is more profitable for companies than attracting new customers, so relationship marketing focuses on customizing the customer experience over time.
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Marketing 334
Consumer Behavior Chapter 18 Post Purchase Evaluation and Customer Satisfaction From: Consumer Behavior, 10th ed. By Hawkins, Mothersbaugh and Best Postpurchase Consumer Behavior Postpurchase Dissonance
Postpurchase Dissonance occurs when a consumer has doubts or anxiety
regarding the wisdom of a purchase made and is a function of the following:
• The degree of commitment or irrevocability of the
decision
• The importance of the decision to the consumer
• The difficulty of choosing among the alternatives
• The individual’s tendency to experience anxiety
Postpurchase Dissonance
After the purchase is made, the consumer may utilize one or more of the following to reduce dissonance:
Increase the desirability of the brand purchased
Decrease the desirability of rejected alternatives
Decrease the importance of the purchase decision
Reverse the purchase decision (return before use)
Postpurchase Dissonance
Consumption guilt - when guilt
feelings are aroused by the product/service use. Marketers need to focus on validating the consumption for “high guilt” products.
Indulging in chocolate for some can cause
consumption guilt Postpurchase Dissonance What If?
Marketers often encourage counterfactual and pre-factual thinking.
Counterfactual thinking Prefactual thinking is the
refers to imaging the same as counterfactual outcome if a different except it occurs before a decision had been made in decision is made. the past. Product Use and Nonuse Product Use
Retailers can frequently take advantage of the fact that the use of one product may require or suggest the use of other products, e.g., dresses and shoes.
Retailers can promote such items
• jointly
• display them together, or
• train sales personnel to make relevant complementary sales Displaying complementary products together Product Use and Nonuse Product Use
Stringent product liability laws have made firms responsible for harm caused by products not only
when the product is used as specified by the
manufacturer, but
in any reasonably foreseeable use of the
products. Disposition Purchase Evaluation and Customer Satisfaction The Evaluation Process
Expectations, Performance, and Satisfaction
Purchase Evaluation and Customer Satisfaction The Evaluation Process
1. Creating reasonable expectations through promotional efforts, and
2. Maintaining consistent quality so the reasonable expectations are
fulfilled. Dissatisfaction Responses
Marketing Strategy and Dissatisfied Consumers
When a consumer is dissatisfied, the most favorable consequence is for the
person to communicate this dissatisfaction to the firm but to no one else.
Unfortunately, many individuals do not communicate their dissatisfaction to
the firm involved.
Companies often make it difficult to complain or are unresponsive to
complaints. Customers Satisfaction, Repeat Purchases, and Customer Commitment
Repeat purchasers continue to buy the same brand though they do not have an emotional attachment to it.
Switching costs are the costs of finding, evaluating, and adopting another solution.
Brand loyalty involves commitment to the brand – it is a biased behavioral
response expressed over time. Customers Satisfaction, Repeat Purchases, and Customer Commitment
Repeat Purchasers, Committed Customers, and Profits
A churn is a turnover in a firm’s customer base.
Reducing churn is a major objective of many firms today.
It typically costs more to obtain a new customer than to retain an existing
one, and new customers generally are not as profitable as longer-term customers! Customers Satisfaction, Repeat Purchases, and Customer Commitment Sources of Increased Customer Profitability over Time Customers Satisfaction, Repeat Purchases, and Customer Commitment Repeat Purchasers, Committed Customers, and Marketing Strategy
Developing a marketing strategy for a particular segment
includes identifying specific objectives to be pursued, such as
1. Attracting new users to the product category
2. Capturing competitors’ current customers 3. Encouraging current customers to use more 4. Encouraging current customers to become repeat purchasers 5. Encouraging current customers to become committed customers Customers Satisfaction, Repeat Purchases, and Customer Commitment Customer Satisfaction Outcomes Customers Satisfaction, Repeat Purchases, and Customer Commitment Relationship Marketing
Five key elements to Relationship marketing:
1. Developing a core service or product around which to
build a customer relationship 2. Customizing the relationship to the individual customer 3. Augmenting the core service or product with extra benefits 4. Pricing in a manner to encourage loyalty 5. Marketing to employees so that they will perform well for customers
