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Lecture 5+6
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- 1Definition of Attitudes A learned predisposition (inner willingness) to behave in a consistently favorable or unfavorable manner with respect to a certain object
Objects of attitudes could be things, persons or topics
Attitudes are based on learning processes
Assumption: With an increasing intensity of a positive attitude
towards products and/or services the probability of the purchase increases - 2Tri‐Component Attitude Model Affective component:
Emotional evaluation of an object
Cognitive component:
Thoughts (subjective knowledge) about an object (of attitude)
Conative component:
Tendency to act in a certain manner
(behavioural intention, e.g. willingness to buy) - 3Attitude Formation Consumers learn attitudes
Sources of attitude formation:
Experiences
Family and friends
Media/Internet/Social Media - 4Assimilation theoryIf the perceived performance significantly exceeds or falls short of the expected performance (positive or negative disconfirmation), customers will afterwards adapt their expectations towards the performance, such that satisfaction gets back to the confirmation level.
- 5Contrast theoryIf the perceived performance significantly exceeds or falls short of expected performance (positive or negative disconfirmation), customers exaggerate their expectations or the perceived performance such that disconfirmation is enhanced.
- 6Assimilation 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. - 7Typology of satisfaction qualitiesThe interaction between the level of satisfaction and changes in the level of expectations leads to different types of customer satisfaction.
- 8Attribution theoryCustomers search for reasons of success or failure of a purchase. Thereby, customer satisfaction depends on the attributed reason.
- 9Prospect 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.
- 10Kano modelNot every performance contributes to satisfaction. Fulfilling 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). - 11Equity theory (Effects of Customer Satisfaction)Satisfaction 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.
- 12Instrumental theory of learning (Effects of Customer Satisfaction)Customers learn behaviours through rewards (satisfaction) and/or punishment
(dissatisfaction) for previous behavior. Satisfaction promotes previous behavioural patterns => loyalty to previous provider. Dissatisfaction leads to a rejection of previous behavioural
patterns => change of provider. - 13Social theory of learning (Effects of Customer Satisfaction)Customers learn behaviours by observing behaviours of reference persons (role models). Observing the loyal behavior (of relevant reference persons) leads to loyal behaviour of the customer.
- 14Risk theory (Effects of Customer Satisfaction)Customers attempt to minimize their perceived risk. One option of risk reduction is showing loyalty to the provider/brand which offered a satisfying product/service.
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- Fichas sobre Lecture 5+6, creado por aemalreg el 17/02/2016.
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