1. Marketing 334 Consumer Behavior
Chapter 18
Post Purchase Evaluation and
Customer Satisfaction
From: Consumer Behavior, 10th ed. By Hawkins, Mothersbaugh and Best

2. Postpurchase Consumer Behavior

3. Postpurchase Dissonance
Postpurchase Dissonance occurs when a consumer has doubts or anxiety regarding the wisdom of a purchase made and is a function of the following:
The degree of commitment or irrevocability of the decision
The importance of the decision to the consumer
The difficulty of choosing among the alternatives
The individual’s tendency to experience anxiety

4. Postpurchase Dissonance
After the purchase is made, the consumer may utilize one or more of the following to reduce dissonance:
Increase the desirability of the brand purchased
Decrease the desirability of rejected alternatives
Decrease the importance of the purchase decision
Reverse the purchase decision (return before use)

5. Postpurchase Dissonance
Consumption guilt - when guilt feelings are aroused by the product/service use.
Marketers need to focus on validating the consumption for “high guilt” products.
Indulging in chocolate for some can cause consumption guilt

6. Postpurchase Dissonance
What If?
Marketers often encourage counterfactual and pre-factual thinking.
Counterfactual thinking refers to imaging the outcome if a different decision had been made in the past.
Prefactual thinking is the same as counterfactual except it occurs before a decision is made.

7. Product Use and Nonuse display them together, or
Retailers can frequently take advantage of the fact that the use of one product may require or suggest the use of other products, e.g., dresses and shoes.
Retailers can promote such items
jointly
display them together, or
train sales personnel to make
relevant complementary sales
Displaying complementary products together

8. Product Use and Nonuse
Product Use
Stringent product liability laws have made firms responsible for harm caused by products not only
when the product is used as specified by the manufacturer, but
in any reasonably foreseeable use of the products.

9. Disposition

10. Purchase Evaluation and Customer Satisfaction
The Evaluation Process
Expectations, Performance, and Satisfaction

11. Purchase Evaluation and Customer Satisfaction
The Evaluation Process
Determinants of Satisfaction and Dissatisfaction
Instrumental performance
Symbolic performance
Affective performance

12. Dissatisfaction Responses

13. Dissatisfaction Responses
Marketing Strategy and Dissatisfied Consumers
Firms need to satisfy consumer expectations by
Creating reasonable expectations through promotional efforts, and
Maintaining consistent quality so the reasonable expectations are fulfilled.

14. Dissatisfaction Responses
Marketing Strategy and Dissatisfied Consumers
When a consumer is dissatisfied, the most favorable consequence is for the person to communicate this dissatisfaction to the firm but to no one else.
Unfortunately, many individuals do not communicate their dissatisfaction to the firm involved.
Companies often make it difficult to complain or are unresponsive to complaints.

15. Customers Satisfaction, Repeat Purchases, and Customer Commitment
Repeat purchasers continue to buy the same brand though they do not have an emotional attachment to it.
Switching costs are the costs of finding, evaluating, and adopting another solution.
Brand loyalty involves commitment to the brand – it is a biased behavioral response expressed over time.

16. Customers Satisfaction, Repeat Purchases, and Customer Commitment
Repeat Purchasers, Committed Customers, and Profits
A churn is a turnover in a firm’s customer base.
Reducing churn is a major objective of many firms today.
It typically costs more to obtain a new customer than to retain an existing one, and new customers generally are not as profitable as longer-term customers!

17. Customers Satisfaction, Repeat Purchases, and Customer Commitment
Sources of Increased Customer Profitability over Time

18. Customers Satisfaction, Repeat Purchases, and Customer Commitment
Repeat Purchasers, Committed Customers, and Marketing Strategy
Developing a marketing strategy for a particular segment includes identifying specific objectives to be pursued, such as
Attracting new users to the product category
Capturing competitors’ current customers
Encouraging current customers to use more
Encouraging current customers to become repeat purchasers
Encouraging current customers to become committed customers

19. Customers Satisfaction, Repeat Purchases, and Customer Commitment
Customer Satisfaction Outcomes

20. Customers Satisfaction, Repeat Purchases, and Customer Commitment
Relationship Marketing
Five key elements to Relationship marketing:
Developing a core service or product around which to build a customer relationship
Customizing the relationship to the individual customer
Augmenting the core service or product with extra benefits
Pricing in a manner to encourage loyalty
Marketing to employees so that they will perform well for customers