Consumer Post-Choice Experience Quiz
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Questions and Answers

What is meant by 'perceived justice' in the context of consumer complaints?

  • The consumer's belief that their complaint was ignored.
  • The consumer's perception of fair treatment during complaint resolution. (correct)
  • The customer's realization that they should not complain.
  • The process of offering refunds and concessions.

    • Which of the following statements about customer recovery is accurate?

  • Customer recovery involves permanently losing dissatisfied customers.
  • Customer recovery eliminates all causes of dissatisfaction permanently.
  • Customer recovery aims to convert dissatisfied consumers into happy ones. (correct)
  • Customer recovery focuses solely on refunding the customer.

    • When should a 'make good' be considered sufficient?

  • When it provides compensation exceeding the consumer's additional costs. (correct)
  • When it only reflects the original cost to the consumer.
  • When it requires the consumer to fill out lengthy forms.
  • When the customer receives only a verbal apology.

    • What is a negative consequence of a customer simply exiting without complaint?

    <p>They become a permanently lost customer.</p> Signup and view all the answers

    What should not be made redundant by offering a 'make good'?

    <p>An apology.</p> Signup and view all the answers

    What is the process called that involves reaffirming the wisdom of a consumer's decision after making a choice?

    <p>Decision Confirmation</p> Signup and view all the answers

    Which of the following best describes cognitive dissonance in consumer behavior?

    <p>Doubt about the wisdom of one's choice</p> Signup and view all the answers

    What is referred to as 'preference finality' in the consumer post-choice experience?

    <p>The certainty of a consumer's judgment on a product</p> Signup and view all the answers

    What outcome can result when a product does not meet a consumer's expectations?

    <p>Dissatisfaction</p> Signup and view all the answers

    In which scenario is a consumer likely to evaluate a product's performance with full consciousness?

    <p>High involvement products</p> Signup and view all the answers

    What ultimately determines the satisfaction or dissatisfaction of a consumer following product consumption?

    <p>The product's performance</p> Signup and view all the answers

    Which of the following actions is a part of the consumer post-choice experience?

    <p>Experience evaluation</p> Signup and view all the answers

    Why is achieving satisfaction essential in consumer behavior?

    <p>It makes the purchase worthwhile.</p> Signup and view all the answers

    What is primarily responsible for consumer satisfaction as described?

    <p>The product's performance relative to expectations</p> Signup and view all the answers

    How is expectation confirmation achieved?

    <p>When performance is consistently high</p> Signup and view all the answers

    What factor is critical for achieving consumer satisfaction in advanced economies?

    <p>Performance and consistency</p> Signup and view all the answers

    What does performance refer to in the context of consumer products?

    <p>The outcome of the product's use</p> Signup and view all the answers

    What does consistency imply regarding a product's performance?

    <p>The performance should be reliable over time</p> Signup and view all the answers

    In services, what does outcome quality refer to?

    <p>The consequences experienced after using the service</p> Signup and view all the answers

    What aspect of service quality concerns the pleasantness of social interactions?

    <p>Interaction quality</p> Signup and view all the answers

    Why might performance and consistency be a significant concern in underdeveloped economies?

    <p>Because of limited mass production and standardization</p> Signup and view all the answers

    What characterizes mere satisfaction in consumer experience?

    <p>There is an absence of dissatisfaction, with barely met expectations.</p> Signup and view all the answers

    Which statement best describes satisfaction as contentment?

    <p>It is a positive feeling of having needs fulfilled adequately.</p> Signup and view all the answers

    What is the primary result of satisfaction as enthusiasm?

    <p>The consumer experiences a sense of surprise.</p> Signup and view all the answers

    How does delight differ from other levels of satisfaction?

    <p>It is characterized by an overwhelming positive emotional experience.</p> Signup and view all the answers

    In what scenario would a consumer likely search for alternatives according to mere satisfaction?

    <p>When there is a low emotional response with minimal expectation fulfillment.</p> Signup and view all the answers

    Which level of satisfaction is likely to result in fanatical loyalty to the brand?

    <p>Satisfaction as Delight</p> Signup and view all the answers

    What is a key factor that distinguishes satisfaction as enthusiasm from satisfaction as contentment?

    <p>Expectations are exceeded in enthusiasm but merely met in contentment.</p> Signup and view all the answers

    What would likely lead a consumer to have a moderate level of brand loyalty?

    <p>Feeling content when their expectations are fully met.</p> Signup and view all the answers

    Which dimension of service quality focuses on performing the service correctly on the first attempt?

    <p>Reliability</p> Signup and view all the answers

    What pre-purchase factor is essential for consumer satisfaction when navigating an online shopping site?

    <p>Site navigation</p> Signup and view all the answers

    In measuring satisfaction, which post-purchase factor involves keeping the consumer updated about their order status?

    <p>Keeping the consumer informed</p> Signup and view all the answers

    What aspect of the 'Five Faces of Satisfaction' describes a state of negative experience that leads a consumer to seek alternatives?

    <p>Dissatisfaction</p> Signup and view all the answers

    Which of the following is not one of the 5 dimensions of service quality?

    <p>Understanding</p> Signup and view all the answers

    Which post-purchase factor ensures that if there is a problem with an order, it can be resolved efficiently?

    <p>Problem Resolution</p> Signup and view all the answers

    Which of the following represents a characteristic of empathy as a dimension of service quality?

    <p>Understanding and respecting consumer needs.</p> Signup and view all the answers

    What factor do good online retailers provide to enhance the shopping cart experience for consumers?

    <p>The ability to save the shopping cart for later</p> Signup and view all the answers

    Which dimension of service quality focuses on the physical aspects associated with the service?

    <p>Tangibles</p> Signup and view all the answers

    What is a key characteristic of multi-channel customer support in online retail?

    <p>Enabling communication through various platforms</p> Signup and view all the answers

    What does product disposal primarily refer to?

    <p>The disposal of product remnants after use</p> Signup and view all the answers

    Which of the following best describes recycling?

    <p>Submitting used products for reuse in new product creation</p> Signup and view all the answers

    How do consumers typically respond to low involvement product purchases after their evaluation?

    <p>They implement the purchase without much thought</p> Signup and view all the answers

    What is a key characteristic of high involvement purchases?

    <p>They typically involve many small decisions before purchase</p> Signup and view all the answers

    What happens to consumers' feelings after purchasing a low involvement product?

    <p>They may write off dissatisfaction as a one-time mistake</p> Signup and view all the answers

    If a consumer experiences cognitive dissonance after a high involvement purchase, what is likely to occur next?

    <p>They will continue to monitor product communications</p> Signup and view all the answers

    During the disposal stage of high price items, what is a common consumer behavior?

    <p>Seeking maximum salvage value from the item</p> Signup and view all the answers

    How do high involvement products affect consumer behavior during the use phase?

    <p>Consumers engaged with the product are likely to complain if dissatisfied</p> Signup and view all the answers

    Which option represents a feature specific to consumable product disposal?

    <p>Dispossession of packaging remnants like empty boxes</p> Signup and view all the answers

    Study Notes

    Consumer Post-Choice Experience

    • Consumer post-choice experiences involve a series of mental processes and actions following the acquisition and consumption of a product.
    • Key factors include choice identification, decision confirmation, experience evaluation, and preference finality.
    • Experience evaluation occurs after acquisition and involves assessing the product's actual benefits in use.
    • Cognitive dissonance is a mental process where doubts arise about the wisdom of the purchase, known as "buyer's remorse."
    • Preference finality assesses the certainty of the initial purchase decision.

    Experience Evaluation

    • Barriers can hinder product consumption, such as unused gifts, impulsive purchases that lose appeal, or products acquired for future events that never occur.
    • Mental processes, such as experience evaluation, are significant in determining the actual benefits of usage. This evaluation informs later decisions and shapes customer satisfaction.
    • Cognitive dissonance refers to a doubt about the decision's wisdom.
    • This includes buyer's remorse regarding the purchase.

    Experience Evaluation: Satisfaction/Dissatisfaction

    • Satisfaction/dissatisfaction is a crucial outcome of consumption.
    • Positive feelings, such as happiness, shape future actions toward the brand. Negative experiences can lead to dissatisfaction, impacting future consumer behavior.
    • Dissatisfaction occurs when the product or service performance falls short of expectations.

    Expectation Confirmation

    • Performance meets or exceeds expectations, leading to satisfaction.
    • When expectations are not met, the consumer experiences dissatisfaction.
    • The consumer forms judgements on the positive and negative feelings based on the outcome of consumption regarding the brand.

    Consumer Satisfaction

    • Achieving consumer satisfaction necessitates meeting product quality expectations, judged through performance and consistency.
    • Performance relates to the outcome of usage (i.e. efficacy). Consistency refers to the quality remaining the same each time.
    • Quality issues are more complex for services as they impact outcome and interaction.
    • Specific dimensions of service quality include reliability, responsiveness, assurance, empathy, and tangibles.

    Measuring Satisfaction via Expectations Confirmation Model

    • Factors influencing satisfaction include site navigation, product information, shopping cart ease, and privacy & trust features.
    • Post-purchase factors can also shape satisfaction by keeping consumers informed about their order status, quick order fulfilment, proper problem resolution, and multi-channel customer support.

    Five Faces of Satisfaction

    • Dissatisfaction relates to unhappiness from unmet expectations and a lack of repurchase.

    • Mere satisfaction relates to a lack of dissatisfaction and limited repurchase likelihood

    • Contentment relates to positive feelings about fulfilling needs, leading to moderate repurchase likelihood.

    • Enthusiasm, a more significant positive experience, results in strong brand loyalty.

    • Delight, the most positive outcome, may lead to fanatical brand loyalty, possibly impacting future purchasing decisions.

    Future Response (Exit, Voice, or Loyalty)

    • Exit involves ceasing to do business with the brand if dissatisfied.
    • Voice includes expressing dissatisfaction to the company or third parties like governmental agencies to resolve issues or complimenting the company.

    Consumer Complaining

    • Two-factor model for consumer complaining: motivation (dissatisfaction intensity, blame attribution, personality traits) and ability/opportunity (avenues of complaint).
    • Consumer motivation and ability to complain are linked to the level of dissatisfaction and the perception of justice.
    • Perceived Justice is the customer's perception of fair treatment during the complaint resolution process.

    Make Goods/ Damage Control

    • Making amends after a complaint (e.g., offering refunds or concessions) positively impacts consumer satisfaction and potentially fosters loyalty.

    Consumer Disposal

    • Product disposal practices, including recycling, are part of the consumption process. Durable or consumable products are either reused or disposed of.

    Post-Choice Involvement

    • Involvement levels influence the purchase and post-purchase experience, ranging from low involvement (easily acquired) to high involvement (requires coordinated actions and decisions).

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    Related Documents

    Buyer Behavior Ch. 11 PDF

    Description

    Test your knowledge on consumer post-choice experiences and the mental processes involved after purchasing a product. This quiz covers key concepts like cognitive dissonance, experience evaluation, and preference finality. Understand how these factors influence satisfaction and future purchases.

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