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L9: Social Influence, Satisfaction & Dissatisfaction (Social Influence…
L9: Social Influence, Satisfaction & Dissatisfaction
Social Influence
Reference Groups (Guide for own value/behaviour)
Aspirational groups
Groups that we admire and desire to be like
Associative groups
Group you belong to
Dissociative groups
Group you do not want to belong to
e.g. Lionsdale problem
Conformity
Perceptual judgment in a group --> choosing conforming answer
Types of social influence
Informational Influence: Word of mouth
Management of WOM
Observe: Monitor chat rooms, communities, review sites
Facilitate: Initiate sites, forums
Moderate: Active participation
Initiate: Through design of campaigns etc., recommend a friend
Dis(satisfaction)
A positive or negative feeling based on the experience of purchasing or using a product.
Satisfaction
stimulates repeat buying
Breeds Loyalty
Positive Word of Mouth
Expectation Confirmation Model
Confirmation or Disconfirmation of experience with product to perceived product performance
Adding attribution allows to identify the (mis)match in experience-expectation
Respondance
Respond
Thank for the complaint
Recommend better alternatives
Route complaint within company
Provide refunds, coupons, apologies
Emails: fast response is important
Complainers should be seen as an asset, as they improve the business.
Exam
Typical question
Definition
Analysis
Example/applications
More points when coming up with own ideas