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Post decision making process (Responses to dissatisfaction (Complaining to…
Post decision making process
Regret = the negative feeling that one should have made another purchase, consumption or disposition decision than one actually did
Dissonance = feeling of discomfort about whether or not the correct decision was made
Satisfaction = expectations are confirmed or exceeded. Dissatisfaction = expectations are disconfirmed
Thought based judgements of (dis)satisfaction
Attribution theory = describes how individuals find explanations for events. Locus (who to blame), controllability (who can control the event), stability (is the cause temporary or permanent)
Equity theory = about fairness of exchanges (perception that the inputs and outputs of people involved in an exchange are equal) between consumers and sellers
Disconfirmation paradigm = expectations (belief about performance) and performance (extent to which offering does what it's supposed to, subjective or objective) leads to disconfirmation (expectations do not match actual performance, worse or better). Positive or negative disconfirmation as well as feelings lead to dis/satisfaction
Feelings based judgements of (dis)satisfaction
Mispredictions about emotions = difference between expected emotions and actual emotions (affective forecasting). Consumers feel more dissatisfied when a product fails to perform or makes them feel worse that they thought it would
Responses to dissatisfaction
Complaining to manufacturers, providers, retailers, media, peers
Responding to service recovery
Switch to other offering
Negative word of mouth
Do nothing
High satisfaction does not always translate to loyalty. Customer retention is critical
Build trusting relationships
Monitor the service delivery process
Remember customers between sales
Provide extra effort
Care about customers