CONSUMER BEHAVIOR CHAPTER 18 POSTPURCHASE PROCESSES, CUSTOMER SATISFACTION, AND CUSTOMER COMMITMENT

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CONSUMER BEHAVIORCHAPTER 18POSTPURCHASE
PROCESSES,CUSTOMER SATISFACTION, AND CUSTOMER
COMMITMENT
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POSTPURCHASE DISSONANCE

• Probability consumer will experience dissonance
• Irrevocability of the decision
• Importance of the decision
• Difficulty of choosing between alternatives
• Individuals tendency to experience anxiety

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Prior to PurchaseDissonance Reduction Strategies

• Avoid/delay decision
• Decision rules to minimize dissonance

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Postpurchase Dissonance Reduction Strategies

• Increase desirability of brand purchased
• Decrease desirability of rejected alternatives
• Decrease the importance of the decision
• Reverse the purchase decision

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Consumption Guilt

• Similar to postpurchase dissonance
• Negative emotions (guilt) experienced when the
  product is used or consumed.

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Product Use

• Functional and Symbolic Use
• Use Innovativeness
• Why we use the product
• Where we use the product
• How we use the product
• Use sets of products

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Product Nonuse

• Product not used at all
• Product used little in comparison to its
  potential

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Disposition

• Product disposed of when it is ceases to function
  symbolically or instrumentally.
• See Disposition Alternatives Figure 18-3, p. 636,
  in text.
• Strategy Considerations
• Disposition must occur before replacement
• Used market (consumer to consumer sales)
• Consumer Concern for environment (proper disposal
  or rebuilding)
• Social responsibility of firm

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Evaluation

• Influenced by
• Postpurchase dissonance
• Product use/nonuse
• Product/package disposal
• Information availability
• Purchase experience
• One aspect of evaluation can offset another
• Usually no evaluation with nominal decision
• Exception product malfunction

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Expectations, Performance Satisfaction
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Service Provider Switching

• Core service failure 44
• Service encounter failures 34
• Pricing 30
• Inconvenience 21
• Responses to service failures 17
• Attraction by competitors 10
• Ethical problems 7
• Involuntary switching 6

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Performance Dimensions

• Instrumental Performance
• Symbolic Performance
• Affective Performance
• Instrumental performance is most basic.

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Dissatisfaction Responses

• Brand switching 25
• Stop buying the products 19
• In-store inspection of future purchases 13
• Complain to the manufacturer 3
• Complain to the retailer 5
• Item returned 35

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Strategy and Dissatisfaction

• Dont create unreasonable expectations
• Maintain consistent quality
• Make it easy for consumer to communicate
• Resolve problems in one call
• Correct a problem before it occurs
• Keep up!

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Purchasers

• Repeat purchasers do not have an emotional
  attachment to the brand.
• Buy from habit
• Perceive no alternatives
• Committed customers have an emotional attachment
  to the brand
• Buy from brand loyalty
• Results from identification with brand or
  performance beyond expectations.
• Churn turnover in the customer base
• Seek to minimize

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Relationship Marketing

• Relationship marketing encourages
• Increased consumption
• Repeat purchases
• Customer commitment
• 5 components
• Core product
• Build relationship with individual customer
• Add extra value to the core
• Pricing appropriate to loyalty
• Marketing to employees (who market to customer)
• Customer Loyalty Programs