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Lecture 4 (Satisfaction) (Customer satisfaction feelings of a customer…
Lecture 4 (Satisfaction)
Customer satisfaction feelings of a customer towards a product or service after its used. (described as full meeting of ones potential)
Attribution theory explains why customers can feel satisfied or dissatisfied, helps consumers seek explanations for the causes of outcomes. your attributions would have three dimensions...
Controllability (do you have any control over the outcome or is it under the control of an external source?)
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Focus is the outcome due to your own fault for example, did not use it as per the manufacturer instructions or did receive a low quality product?
Disconfirmation Paradigm views satisfaction with products and brands as a result of two cognitive variables: pre-purchase expectations and disconfirmation
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Disconfirmation refers to differences between the two, (post-purchase perceptions are compared with pre-purchase expectations and this comparison process determines disconfirmation) (SATISFACTION = PERCEPTION - EXPECTATION)
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Loyalty
Loyalty segments
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Spurious loyalty (low relative attitude, high repeat patronage)
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No loyalty (low relative attitude, low repeat patronage)
Loyalty grid
Defectors (Low to medium levels of satisfaction and loyalty) normally switch brands due to unsatisfactory experiences
Mercenaries (High levels of satisfaction, low to medium levels of loyalty), don't stay with the firm long enough for them to become profitable for the firm
Loyalists (high levels of satisfaction and loyalty) Stay with firms and remain supportive of their activities
Hostages (low to medium levels of satisfaction, high levels of loyalty), stuck with the company, due to lack of choice or the monopolistic position of the firm