Please enable JavaScript.
Coggle requires JavaScript to display documents.
Customer Dissatisfaction + Consumer Misbehaviour (Consequences of Customer…
Customer Dissatisfaction + Consumer Misbehaviour
The Disconfirmation Paradigm
"The difference between pre-purchase expectations [belief about anticipated performance] + post-purchase beliefs [how well the product actually performed
Positive disconfirmation = when perceived performance exceeds customer expectation
Negative disconfirmation = when perceived performance falls short of expectations
Blame is put on the person who sold you the product
Attribution Theory
"How individuals explain the causes of behaviour/events"
Consumers seek explanations for outcomes
Customers feel satisfied when they attribute favorable outcomes to themselves + negative ones to others [Oliver 1993]
We deal w/ cognitive dissonance by attributing good things that happen to us to ourselves, + blaming the bad things on someone else
'Equity' : "A fairness, rightness or deservingness judgement that consumers make in reference to what others receive" [Oliver 1997]
Consumers are satisfied when they perceive fair + equitable treatment
Consequences of Customer Dissatisfaction : Complaining Behaviour
Allows customers to get rid of their anger + frustration
Likely to complain when they attribute blame to someone else
Likely to complain when they experience a strong dissatisfying experience
Likely to complain when they have the right level of ability + motivation to, e.g time, money, WOM
Likely to complain when there is a greater chance of redress
Complaints can be made via direct + indirect actions
Complaints suck resources from other areas
However, they aren't always bad as customers who complain are saying they still want to work w/ you providing you fix their problem
What is Consumer Misbehaviour?
"Behavioural acts by consumers which violate the generally accepted norms of conduct in consumption situations + thus disrupt the consumption order" [Fullerton + Punj, 2004]
We must accept that customers will steal, pirate, use products to excess, damage advertisements etc
Problem for computer game companies: games are designed to be addictive + are damaging mental health
People are boycotting companies because of their impact on the environment
Customers have a v powerful voice nowadays due to social media
Is Consumer Misbehaviour contagious?
Research shows the perceived quality of a brand can affect how customers behave w/ a product
The more customers feel connected w/ the brand community, the more likely they are to care for the product/service they're using
Anonymity of the owner has an impact on how customers treat products, e.g car rentals
What does this mean for companies?
They need to build a sense of brand community
They should decrease service providers' level of anonymity, + develop more personal customer relationships
They should use enduring product-related signals, invest regularly in brand building + product maintenance
Disposal Behaviour
Includes throwing away, recycling, selling/swapping, giving away or keeping for an extended period of time
Consumers throw away due to convenience or to make room for newer products
Technological advancement = shorter product life cycles for some products [e.g phones] which puts extra pressure on consumers to dispose of their old products
Some consumers are chronic keepers - have a large collection of old products in their garage, for example
Some may be kept for their nostalgic value, or due to an emotional attachment, but usually it's just w/ the hope of using them again in the future
Increasingly important to focus on disposal behaviour bc of more awareness of ethics, waste, sustainability etc
Businesses can actually make more money by creating less waste: if they're the ones responsible for recycling, they're more likely to design smarter + less-wastefully