Podcast
Questions and Answers
What influences a consumer's next purchase decision after experiencing a product?
What influences a consumer's next purchase decision after experiencing a product?
- The brand's advertising campaign
- Expectations correlated with perceived value (correct)
- The product's market price
- Influences from friends and family
What happens when a consumer experiences high satisfaction with a product?
What happens when a consumer experiences high satisfaction with a product?
- They will minimize their future information search (correct)
- They are more likely to switch brands
- They will share negative feedback online
- They often evaluate other brand alternatives more thoroughly
How can an unhappy customer affect a brand?
How can an unhappy customer affect a brand?
- By increasing brand recognition
- By damaging the brand’s image (correct)
- Through positive word-of-mouth
- Creating high customer satisfaction scores
What is more crucial than simply being satisfied according to the research mentioned?
What is more crucial than simply being satisfied according to the research mentioned?
What metric is considered important for marketers regarding post-purchase behavior?
What metric is considered important for marketers regarding post-purchase behavior?
What does the net promoter score measure indirectly?
What does the net promoter score measure indirectly?
What consequence can arise from retaining satisfied customers?
What consequence can arise from retaining satisfied customers?
What strategy do firms employ to improve customer satisfaction according to the content?
What strategy do firms employ to improve customer satisfaction according to the content?
What is the basic formula for determining customer satisfaction according to the expectancy disconfirmation model?
What is the basic formula for determining customer satisfaction according to the expectancy disconfirmation model?
Which response occurs when a consumer directly appeals to a retailer for redress after a purchase?
Which response occurs when a consumer directly appeals to a retailer for redress after a purchase?
Which scenario results in a customer feeling dissatisfied according to the expectancy disconfirmation model?
Which scenario results in a customer feeling dissatisfied according to the expectancy disconfirmation model?
What type of response involves consumers expressing dissatisfaction to their friends or boycotting the product?
What type of response involves consumers expressing dissatisfaction to their friends or boycotting the product?
Post-purchase dissonance typically occurs under which condition?
Post-purchase dissonance typically occurs under which condition?
How do marketers often mitigate concerns about post-purchase dissatisfaction?
How do marketers often mitigate concerns about post-purchase dissatisfaction?
Consumption guilt is best described as what type of feelings a consumer experiences?
Consumption guilt is best described as what type of feelings a consumer experiences?
Which demographic factor might reduce the likelihood of consumer complaints?
Which demographic factor might reduce the likelihood of consumer complaints?
Which of the following statements is true regarding customer satisfaction?
Which of the following statements is true regarding customer satisfaction?
What often drives the expectations that consumers develop before a purchase?
What often drives the expectations that consumers develop before a purchase?
Flashcards
Expectancy Disconfirmation Model
Expectancy Disconfirmation Model
The difference between a customer's expectation of how a product will perform and the perceived performance of that product.
Consumption Guilt
Consumption Guilt
A consumer's feeling of guilt or negativity associated with using a product.
Satisfied Customer
Satisfied Customer
Customer is satisfied when the perceived performance of a product exceeds their expectations.
Neutral Customer
Neutral Customer
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Dissatisfied Customer
Dissatisfied Customer
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Voice Response
Voice Response
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Private Response
Private Response
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Third-Party Response
Third-Party Response
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Post-Purchase Dissonance
Post-Purchase Dissonance
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Factors Influencing Consumer Complaints
Factors Influencing Consumer Complaints
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Post-purchase Behavior
Post-purchase Behavior
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Brand Loyalty
Brand Loyalty
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Product Switch
Product Switch
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Customer Satisfaction
Customer Satisfaction
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Net Promoter Score (NPS)
Net Promoter Score (NPS)
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Customer Acquisition Cost
Customer Acquisition Cost
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Churn Rate
Churn Rate
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Positive Word-of-Mouth
Positive Word-of-Mouth
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Study Notes
Post-Purchase Behavior
- Post-purchase behavior involves consumers evaluating their purchases against expectations, influencing future decisions.
- High satisfaction leads to brand loyalty, minimizing future information search and alternative evaluation.
- Mediocre or poor experiences lead to repeating the entire decision-making process for the next purchase.
- Satisfied customers are loyal repeat customers; unhappy customers damage brand image significantly.
- Customers increasingly share opinions via word-of-mouth, notably on social media and product review sites.
- Customer satisfaction degree, not just satisfaction itself, is crucial, especially in industries with low switching costs. Highly satisfied customers are significantly more loyal than merely satisfied customers.
Evaluation of Satisfaction
- Post-purchase satisfaction is a critical marketing metric.
- Net Promoter Score (NPS) indirectly measures customer satisfaction by gauging the likelihood of recommending a company.
- Customer retention is vital due to the high cost of customer acquisition.
- Loyal customers lead to repeat purchases, reduced churn rates, positive word-of-mouth, and enhanced competitiveness.
Expectancy-Disconfirmation Model
- Satisfaction or dissatisfaction arises from the difference between expected and perceived product performance.
- Perceived performance > expectation = satisfaction.
- Perceived performance = expectation = no satisfaction.
- Perceived performance < expectation = dissatisfaction.
Minimizing Dissatisfaction
- Brands aim to exceed customer expectations.
- Marketers create expectations during the pre-purchase stage.
- Phrases like "satisfaction guaranteed" and money-back guarantees address post-purchase concerns.
Responses to Dissatisfaction
- Voice Response: Direct appeal to the retailer.
- Private Response: Expressing dissatisfaction to friends/family; boycotting.
- Third-Party Response: Public complaints, online reviews, potentially damaging word-of-mouth.
Factors Influencing Dissatisfaction Expressions
- Consumer demographics (income, education).
- Consumer personality traits (introversion, agreeableness).
- Company policies (complaint process).
- These factors reduce the likelihood of consumer complaints.
Post-Purchase Dissonance
- Post-purchase dissonance is doubt and anxiety after making a significant, irreversible purchase decision.
- Factors triggering dissonance include commitment level, difficulty choosing from multiple alternatives, and individual tendencies to experience anxiety.
- Low involvement purchases usually do not trigger dissonance; high-involvement purchases often do.
Consumption Guilt
- Consumption guilt involves negative emotions or guilt from using a product.
- Examples include remorse from eating unhealthy food.
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