Transcript Marketing 334 Consumer Behavior

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
refers to imaging the
outcome if a different
decision had been made in
the past.
Prefactual thinking is the
same as counterfactual
except it occurs before a
decision is made.
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
Determinants of Satisfaction and Dissatisfaction
Instrumental performance
Symbolic performance
Affective performance
Dissatisfaction Responses
Dissatisfaction Responses
Marketing Strategy and Dissatisfied Consumers
Firms need to satisfy consumer expectations by
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