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W HO IS Y OUR S ATISFIED C USTOMER ? Nessim Hanna John S. Wagle 1988 S-72.2530 Acceptability and QoSs Reijo Lindroos 27.11.2008.

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Presentation on theme: "W HO IS Y OUR S ATISFIED C USTOMER ? Nessim Hanna John S. Wagle 1988 S-72.2530 Acceptability and QoSs Reijo Lindroos 27.11.2008."— Presentation transcript:

1 W HO IS Y OUR S ATISFIED C USTOMER ? Nessim Hanna John S. Wagle 1988 S-72.2530 Acceptability and QoSs Reijo Lindroos 27.11.2008

2 A CTIVATION LEVEL Curling up in bed Tendency to enjoy passive situations Scuba diving, mountain climbing Tendency to seek exciting and challenging situations Low Sensation SeekersHigh Sensation Seekers

3 E FFORT /S ATISFACTION T HEORY Amount of effort a consumer expends in purchasing a product or service. Degree to which he or she is pleased with product or service. The more benefit expectations, the more got benefits. The more expensive product the more benefit. Don´t explain why people sense got benefits in different way -> Optimal Stimulus Theory.

4 O PTIMAL S TIMULATION T HEORY Each individual seeks an optimal stimulation level. Different people have different levels of stimulation. Adaptive stimulation level mechanism. Stimulation level can moderate the process of evaluation. In marketing GSSS (General Sensation Seeking Scale) is used to find optimal stimulation level.

5 I NTERACTION BETWEEN EFFORT AND OPTIMAL STIMULATION LEVEL High sensation seekers tend to expend more effort than low sensation seekers. Satisfaction derived from identical amount of expended effort is higher for low sensation seekers than for high sensation seekers. Example (Article collecting experiment): Low sensation seekers felt task to be more pleasant and more satisfaction. High sensation seekers expended more effort and felt less pleasant.

6 M ARKETING B ENEFITS People can be categorized in terms of their activation level. Different wisdoms can be taken into account on branches that have different stimulation level customers. Different marketing strategies for different people groups.

7 S EPARATED M ARKETING Common products. Late adapters. Products that are easy to use. Products that provide more novelty, risk and excitement. Innovators. Technically advanced products. Low Sensation SeekersHigh Sensation Seekers

8 S EPARATED M ARKETING Marketing is based on other peoples experiences. Mass marketing. Malls. Marketing is appealing to own experiments. Special campaigns, special events, special interest media. Special shops. Low Sensation SeekersHigh Sensation Seekers

9 M ARKETING S TRATEGIES I. Developing a marketing mix for high sensation seekers. II. Developing a marketing mix for low sensation seekers. III. Creating a marketing mix for those who wish to use your business to increase their stimulation level. IV. Creating a marketing mix for those who wish to use your business to reduce their stimulation level.

10 M ARKETING C ONCLUSION Conscious marketing strategy that takes into account human behavior can have a significant competitive edge for marketer. Marketers who fail to consider optimal stimulation level have risk that their competition will develop more effective marketing strategies.

11 E VALUATION Scientific importance Good start. Very simplified model. Model is still valid after 20 years. Gives a good sight to marketing including human aspects to marketing strategies. Practical Importance In order to decide your marketing strategy, you have know your customers´ orientations.

12 C RITIQUE Only two kind of people groups is specified. People groups are seen in a very stereotyped way. Marketing have to be targeted more specified way than in article. Customer loyalty?

13 D R.P ABLO R HI -P EREZ : E FFORT -P ERFORMANCE -S ATISFACTION Course Performance Course Satisfaction Intensity Effort Direction Time commitment Competitiveness (+) (+) Instrumentality (+) Performance Ambiguity (-) Conflict of Interest (-) (-)

14 S ATISFIED ?


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