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Consumer Behavior: A Framework John C' Mowen


Consumer Complaint Behavior. Common complaint behaviors: Do ... Complaint Behavior Is. Likely to Increase When: The level of consumer dissatisfaction increases ... – PowerPoint PPT presentation

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Title: Consumer Behavior: A Framework John C' Mowen


Chapter 10 After We Buy Satisfaction and
  • Consumer Behavior A Framework John C. Mowen
    Michael S. Minor

Key Concepts
  • Satisfaction and dissatisfaction
  • Brand expectations
  • Equity and satisfaction
  • Expectation confirmation
  • Why consumers complain
  • How consumers complain
  • Factors that influence complaining
  • Product disposal
  • Ensuring satisfaction
  • Brand loyalty

Consumer Postacquisition Process
Product Acquisition
Product Usage/Consumption
Product Satisfaction/Dissatisfaction
Consumer Complaint Behavior
Brand Loyalty
Product Disposition
A Consumption Experience. . .
  • . . . is the cognitions and feelings the
    consumer experiences during the use of a product
    or service

Product use . . .
  • . . . involves the actions and experiences that
    take place in the time period in which a consumer
    is directly experiencing a good or service

Assessing Product Usage - Three Methods
  • Consumption Frequency
  • Consumption Amount
  • Consumption Purpose

Mood States and the Consumption Experience
  • Moods are temporary positive or negative
    affective states that may affect the consumption

Developing Postacquisition Satisfaction or
  • I. Consumer satisfaction is the overall attitude
    consumers have toward a good or service after
    they have acquired and used it.

Consumer Satisfaction/Dissatisfaction
Product Usage/ Consumption
II. Product Performance/ Quality Evaluations
III. Expectancy Confirmation/ Disconfirmation
Expectations Of Product Performance/ Quality
V. Attributions Of Cause
VI. Emotional Response
IV. Evaluations Of Exchange Equity
I. Consumer Satisfaction/ Dissatisfaction
II. Evaluating Product Performance and Quality
  • Product quality is customers overall evaluation
    of the excellence of the performance of the good
    or service.

Seven Basic Dimensions of Quality
  • Performance
  • Employee Interactions
  • Reliability
  • Durability
  • Timeliness and convenience
  • Aesthetics
  • Brand Equity

Five Approaches to Customer Satisfaction/Dissatisf
  • Expectancy Disconfirmation
  • Equity Theory
  • Attribution Theory
  • Actual Performance
  • Experientially Based Affective Feelings

III. Expectancy Disconfirmation
  • Performance expectations are compared to actual
    product performance.
  • Performance below expectations
  • Emotional dissatisfaction
  • Performance above expectations
  • Emotional satisfaction
  • Performance matches expectations
  • Expectancy confirmation

IV. Equity Theory
  • People analyze the ratio of their outcomes and
    inputs to the outcomes and inputs of the other
    party in the exchange

V. Attribution Theory
  • Attribute blame for product failure to
  • Product, service, or supplier
  • Chance factors
  • Own behavior.

Actual Product. . .
  • . . . performance influences consumer
    satisfaction independently of expectations,
    equity, and attributions.
  • Even if a consumer expected the product to
    perform badly, they still feel dissatisfied when
    it does

VI. Affective Feelings. . .
  • Level of consumer satisfaction may be influenced
    by the positive/negative feelings that consumers
    associate with the product/ service after its
    purchase and use.

Measuring Satisfaction
  • Likert agree/disagree scales 1-5
  • Rating different aspects of the service 1-5
  • Bias toward higher satisfaction
  • Satisfaction often does not mean loyalty

Consumer Complaint Behavior
  • Common complaint behaviors
  • Do nothing
  • Deal with the retailer in some manner
  • Avoid the retailer or brand
  • Persuade friends and family to avoid the retailer
    or brand.
  • Take overt action with third party
  • Boycott the firm or organization.
  • Create an alternative organization to provide the
    good or service

Major Reasons Consumers Complain
  • To recover an economic loss by getting an
    exchange or refund
  • To rebuild a consumer's self-image

Complaint Behavior Is Likely to Increase When
  • The level of consumer dissatisfaction increases
  • The attitude of the consumer toward complaining
    becomes more positive
  • The amount of benefit to be gained from
    complaining increases
  • The firm is blamed for the problem
  • The product is important to the consumer
  • The resources available to the consumer for
    complaining increases

Product Disposition . . .
  • . . . refers to what consumers do with a product
    after they have completed their use of it.
  • Three Dispositional Strategies
  • Keep It
  • Get Rid of It Permanently
  • Get Rid of It Temporarily

Brand loyalty
  • Positive attitude towards a brand
  • Commitment to it
  • Intention to continue purchasing

Behavioral Measures of Loyalty
  • Proportion of purchases method
  • Undivided Loyalty AAAAAAAA
  • Occasional switch AABAAACAADA
  • Switch loyalty AAAAABBBBB
  • Divided loyalty AAABBAABBB
  • Brand indifference ABDCBACD

Attitudinal Measures of Brand Loyalty
  • Repeat Purchase Behavior, vs.
  • Brand Loyalty
  • The Difference is -
  • Brand Commitment

Identifying Brand-Loyal Consumers
  • Brand loyalty is product-specific.
  • There are no demographic or psychological
    characteristics of the brand-loyal.
  • Sales promotions can inhibit brand loyalty.
  • Quality of the product and use of advertising are
    key to building brand loyalty.

Comparing Satisfaction and Loyalty
  • Satisfaction is an unreliable indicator of
  • Variety seeking, loyalty to multiple brands, and
    switching incentives are obstacles to loyalty.
  • Expect greater emphasis on loyalty over

Managerial Implications
  • Positioning
  • Environmental
  • Market Research
  • Marketing Mix
  • Segmentation