Karteikarten
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- 1CB=> Acts
=> Individuals
=> Economic Goods & Services
=> Decision Processes - 2Importance of CBOrg. => marketing strategies
Govt. => regulatory policies
Cons. Prot. => represent the interests of consumers effectively - 3Product policy=> consumers perceive products
=> emotions (e.g. joy) are associated - 4Price policy=> perceive the price
=> importance in buying decision
=> react to changes in prices - 5Communications policy=> consumers assimilate information
=> react to emotional stimuli - 6Customer Value Chain=> Customer Value
=> Customer Satisfaction
=> Customer Loyalty
=> Market Success
=> Economic Success - 7Customer Valueratio between the customer’s perceived benefits and the resources used to obtain those benefits
- 8Customer SatisfactionThe individual's perception of the performance of the product or service in relation to his or her expectations
- 9Customer Retentionretain highly satisfied
customers - 10SR Modelmarketing tools are considered as signals („stimuli“) directly resulting in observable results or activities („responses“)
- 11SOR Modelsignals or stimuli have to be mentally processed before a reaction can be triggered
- 12Characteristics of „Good“ Service Guarantees=> Unconditional
=> Easy to understand
=> Reasonable
=> Easy claimable
=> Credible - 13After Sales Behavior=> Customer Satisfaction
=> Cognitive Dissonance
=> After-Sales-Uncertainty - 14Steps in the Decision‐Making Process=> Problem recognition
=> Information search
=> Evaluation of alternatives
=> Product choice - 15How Consumers Make Choices?=> Affective Choice
=> Attitude‐Based Choice
=> Attribute‐Based Choice - 16Decision Rules for Attribute‐Based Choices=> Conjunctive Rule
=> Disjunctive Rule
=> Elimination‐by‐Aspects Rule
=> Lexicographic Rule
=> Compensatory Rule - 17Activationit is the psychological “operating energy” of people and can be understood as internal excitation of the central nervous system
- 18InvolvementInvolvement describes the engagement of a person who is interested in certain facts
- 19AttitudesA learned predisposition (inner willingness) to behave in a consistently favorable or unfavorable manner with respect to a certain object
- 20Tri‐Component Attitude Model=> Affective component
=> Cognitive component - 21Assimilation theoryIf the perceived performance significantly exceeds or falls short of the expected performance, customers will afterwards adapt their expectations towards the performance, such that satisfaction gets back to the confirmation level.
- 22Contrast theoryIf the perceived performance significantly exceeds or falls short of expected performance, customers exaggerate their expectations or the perceived performance such that disconfirmation is enhanced.
- 23Assimilation contrast theoryDepending on the level of the discrepancy of the perceived and the expected performance (i.e. the level of disconfirmation) customers tend to decline (assimilation) or enhance (contrast) the discrepancy.
- 24Typology of satisfaction qualitiesThe interaction between the level of satisfaction and changes in the level of expectations leads to different types of customer satisfaction.
- 25Prospect theoryCustomers tend to avoid risk. Falling short of customer expectations leads to a higher level of dissatisfaction than exceeding expectations (to the same extent) leads to satisfaction.
- 26Kano modelFulfilling the basic characteristics (“must -be”) only avoids dissatisfaction. Providing delight characteristics (“attractive”) leads to satisfaction and delight. Performance characteristics (“one-dimensional”) can create satisfaction and dissatisfaction (depending on their level).
- 27Equity theorySatisfaction judgments are based on the interpretation of equity with regard to the investment that were made for a certain transaction and the value that resulted from this transaction.
- 28Instrumental theory of learningCustomers learn behaviours through rewards (satisfaction) and/or punishment (dissatisfaction) for previous behavior.
- 29Social theory of learningCustomers learn behaviours by observing behaviours of reference persons (role models).
- 30Risk theoryCustomers attempt to minimize their perceived risk. One option of risk reduction is showing loyalty to the provider/brand which offered a satisfying product/service.
- 31Customer DelightIntensively experienced joy of a customer due to expectations being exceeded by surprising means
- 32What are emotions?Emotions are transitory, i.e. short-lived affective responses to a certain event. Emotions are an essential driver of human behavior.
- 33Anticipated emotionsExpectation of a person, how he/she will feel once consequences (gains/losses) associated with that decision are experienced.
- 34Immediate emotionsEmotions that are experienced while decision-making (or immediately before the decision)
- 35Relevance of emotions in consumer behaviour=> Anticipated emotions can strongly affect the buying process
=> Brands can “carry” positive emotions
=> Emotions play a crucial role in advertising - 36MotivesMotives include activation, involvement and emotions as well as cognitive components
- 37MotivationMotivation: energy impulse for certain behavior (e.g. buy a luxury watch), that results from the activation of a certain motive (e.g., social prestige)
- 38Maslow‘sHierarchie of Needs=> Self Actualization
=> Self Esteem
=> Love
=> Safety
=> Physiological - 39Customer Motivation=> Pragmatic Motivation
=> Social Motivation
=> Hedonic Motivation - 40Experience-driven customer education=> Customer instruction at the service
encounter
=> Customer-coaching/-tutoring
=> Customer advisory service - 41Information-driven customer education=> Customer seminar
=> Written instruction
=> Multimedia kiosk system - 42Product return problems=> a major cost driver.
=> rates range from 10% to 30%
=> Large EU online fashion rates up to 50%
=> costs online retailers between $6 and $18 per item - 43Relationship marketingrefers to all marketing activities directed toward establishing, developing, and maintaining successful relationships
- 44Relational outcomes=> customer satisfaction
=> trust
=> word of mouth
=> commitment
=> perceived service quality
Informationen
- Beschreibung
- Karteikarten am All in one, erstellt von aemalreg am 21/02/2016.
- Erstellt von
- aemalreg
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