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WEEK 5: Post-purchase processes, customer satisfaction and loyalty -…
WEEK 5: Post-purchase processes, customer satisfaction and loyalty
Learning Objectives
- Why product use is important to marketers
- Why product disposal is important to consumers
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- Concept of customer satisfaction
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- Concept of consumer loyalty
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Post-purchase dissonance
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Probability and magnitude of dissonance depends on:
- Individual’s tendency to experience anxiety
- Degree of commitment and/or whether the decision can be revoked or not (higher involvement purchase)
- Importance of the decision to the consumer
- Difficulty of choosing among the alternatives
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Product use and non-use
Opportunities: Increased sales, new uses, new products, improved products and segmentation
Where they use
- Privately
- Publicly
- En route
- Home
- Work
- Social
How they use
- Correctly?
- More than
one way?
When they use
- Morning
- Night
- Summer
- Winter
- Special
- Occasions
How much they use
- Usage rate
- Light
- Medium
- Heavy
Product disposal
- Ecological concerns of many consumers
- Ease of recycling or re-using a product’s container important product attribute for many consumers
- Difficult disposal may cause consumers to not buy, or buy another alternative
- Socially conscious consumers are an important market
- Consumers’ financial or space limitations give rise to second-hand businesses
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Marketing strategy to maintain consumers’ satisfaction
Marketers need to satisfy consumer expectations by:
- Maintaining consistent quality so that these reasonable expectations are fulfilled
- Creating reasonable expectations through promotional efforts
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