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. (A)</p> Signup and view all the answers

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

<p>An apology. (A)</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 (D)</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 (D)</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 (C)</p> Signup and view all the answers

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

<p>Dissatisfaction (C)</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 (D)</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 (C)</p> Signup and view all the answers

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

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

Why is achieving satisfaction essential in consumer behavior?

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

What is primarily responsible for consumer satisfaction as described?

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

How is expectation confirmation achieved?

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

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

<p>Performance and consistency (C)</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 (D)</p> Signup and view all the answers

What does consistency imply regarding a product's performance?

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

In services, what does outcome quality refer to?

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

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

<p>Interaction quality (A)</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 (A)</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. (C)</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. (B)</p> Signup and view all the answers

What is the primary result of satisfaction as enthusiasm?

<p>The consumer experiences a sense of surprise. (B)</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. (C)</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. (D)</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 (D)</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. (A)</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. (D)</p> Signup and view all the answers

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

<p>Reliability (B)</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 (A)</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 (B)</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 (B)</p> Signup and view all the answers

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

<p>Understanding (A)</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 (C)</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. (B)</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 (A)</p> Signup and view all the answers

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

<p>Tangibles (C)</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 (B)</p> Signup and view all the answers

What does product disposal primarily refer to?

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

Which of the following best describes recycling?

<p>Submitting used products for reuse in new product creation (D)</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 (B)</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 (C)</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 (D)</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 (C)</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 (D)</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 (B)</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 (C)</p> Signup and view all the answers

Flashcards

Decision Confirmation

The process of reaffirming the wisdom of a choice after it's made. It involves evaluating the benefits and drawbacks of the chosen option.

Experience Evaluation

The mental process of assessing the experience of using a product and the realized benefits. It involves comparing the perceived benefits with expectations.

Cognitive Dissonance

The mental discomfort caused by a discrepancy between beliefs, values, or actions. It can occur after a purchase when doubt creeps in about the wisdom of the choice.

Preference Finality

The level of certainty or tentativeness associated with a choice based on involvement with a product. It influences how consciously we evaluate the product's performance.

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Evaluative Mode

Consuming a product with the intention of assessing its performance against given requirements and expectations.

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Satisfaction/Dissatisfaction

The positive or negative feeling a consumer gets from the outcome of using or consuming a product or service.

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Consumer Post-Choice Model Process

A model that describes the steps involved in a consumer's journey after making a choice, including decision confirmation, experience evaluation, and the ultimate outcome of satisfaction or dissatisfaction.

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Expectation Confirmation

When a product or service meets or exceeds our expectations, resulting in customer satisfaction.

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Expectation Disconfirmation

When a product or service falls short of our expectations, leading to customer dissatisfaction.

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Consumer Satisfaction

A state of contentment experienced by a customer when a product or service meets or exceeds their expectations.

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Performance Level

The actual outcome or result of using a product or service.

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Consistency

The degree to which a product or service consistently delivers the same level of performance over time.

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Outcome Quality

The consequences experienced by a customer after using a service.

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Interaction Quality

The pleasantness of the social interaction involved in acquiring and using a service.

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Service Reliability

The ability of a service provider to consistently deliver the service as promised, without errors or delays.

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Service Responsiveness

The willingness and speed with which a service provider addresses customer problems and resolves them effectively.

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Service Assurance

The level of confidence a service provider inspires in the customer regarding its competence and reliability.

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Service Empathy

The service provider's ability to understand and care about the customer's feelings, needs, and perspectives.

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Service Tangibles

All the physical aspects of a service, including the environment, facilities, equipment, and staff appearance.

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Website Navigation

The ease and clarity with which customers can find their way around an online store.

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Product Information Quality

The accuracy, completeness, and clarity of the information provided about products on a website.

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Shopping Cart and Order Ease

The simplicity and efficiency of the process for adding items to the shopping cart and placing an order.

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Privacy and Trust Features

Features that ensure the security of personal information and financial transactions on a website.

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Keeping the Consumer Informed

The practice of providing regular updates to customers about the status of their orders.

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Perceived Justice

The customer's feeling that they were treated fairly during the complaint resolution process. This means they believe the offered remedy compensates for the harm caused by a faulty product or service.

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Customer Dissatisfaction

When a customer believes they did not receive fair treatment during a complaint resolution process, their dissatisfaction with the company increases.

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Customer Recovery

The actions a company takes to fix the problem that caused customer dissatisfaction and turn a unhappy customer into a satisfied one.

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Make Good

A way to show customers they are valued and compensate for a negative experience. Typically involves refunds, concessions, or other gestures of goodwill.

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Make Good Criteria

Effective make goods have three key elements: (1) They go beyond compensating for customer costs, (2) They are easy to obtain, and (3) They don't replace a sincere apology.

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Mere Satisfaction

The lowest level of satisfaction where a consumer experiences no negative feelings but also no positive ones. Their expectations are barely met, leading to potential brand switching.

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Satisfaction as Contentment

A level of satisfaction where a consumer experiences mild positive feelings because their expectations are fully met. This leads to a good chance of repurchase.

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Satisfaction as Enthusiasm

A level of satisfaction where a consumer experiences moderately positive feelings because their expectations are exceeded. This leads to a strong sense of brand loyalty.

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Satisfaction as Delight

The highest level of satisfaction where a consumer experiences highly positive and pleasant feelings, often with a sense of surprise, because their expectations are immensely exceeded. This leads to fanatical brand loyalty.

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Brand Loyalty

A customer's strong preference for a particular brand, resulting in repeated purchases and a tendency to stick with that brand over time.

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Product Disposal: Consumable vs. Durable

The way we get rid of products after use. Consumable products leave behind containers (like cereal boxes), while durable products become unusable (like old computers).

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Recycling: Second Life for Products

Giving used products to companies that turn them into new products, potentially for human or animal use.

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Low Involvement Purchase: Quick and Easy

Decisions made quickly without much research or thought, often due to convenience or familiarity.

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High Involvement Purchase: Careful Consideration

Purchases that involve a lot of research, planning, and potential deliberation, often for expensive or important items.

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Cognitive Dissonance: Doubts After a Purchase

Feeling unsure or uneasy about a decision after making it.

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Post-Choice Consumption for Low Involvement Products

Using a product without much thought or reflection after a quick purchase. Often leads to less satisfaction or less negative feedback.

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Post-Choice Consumption for High Involvement Products

Continued engagement with a product after buying it, often based on a desire to confirm the choice or remain informed.

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Dissatisfaction Leads to Action (High Involvement)

When a high involvement product fails to meet expectations, consumers are more likely to complain or seek redress.

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Brand Loyalty: From Satisfaction to Commitment

A strong preference for a specific brand due to positive experiences with their products or services.

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Maximizing Salvage Value for High-Price Items

Trying to get the most out of a high-value item by extending its lifespan or keeping it as a keepsake.

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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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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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