Post purchase processes, customer satisfaction

Post purchase processes, customer satisfaction

1. Post-purchase consumer behaviour

   • Post purchase dissonance probability & magnitude
     • degree of commitment / revocation of decision
     • importance of the decision to the consumer
     • difficulty of choosing among the alternatives
     • individual's tendency to experience anxiety.
   • Product-disposal alternatives
     • Influences on consumer alternatives
       • Community characteristics
         • Sharing network
         • Infrastructure
         • Op shops and charities
         • Media
       • Individual characteristics
         • Values and consumption patterns
         • Self-Concept/Identity & role models
         • Life transitions
         • Perceptions of community
     • Item Characteristics
       • Sentimentality/Memories
       • Economic value
       • Condition
     • Modes of disposal
       • Sharing
       • Exchanging
       • Donating
       • Recycling
       • Ridding
     • marketing strategy
       • Consumption
       • Recycling
         • Product
         • Package
       • Trade-ins/exchanging motivate replacement
       • Second-hand markets
   • Complaint behaviour
   • Reducing dissonance
     • Internal re-evaluation
     • Post-purchase information search
       • To confirm decision
       • Salesperson follow-ups help
       • Warranties and guarantees
       • Advertising
   • Product use and non-use
     • Product use
       • Use innovativeness
       • Multiple uses, multiple products
       • Regional variations
     • Packaging
     • Defective products
       • Product recalls

2. Disposal and the environment

3. Satisfaction

   • set by brand communications
   • Dissatisfaction if expectations are not met
   • Satisfaction if expectations are exceeded

4. Dimensions of performance

5. Types of performance

   • Instrumental
   • Symbolic
   • Affective

6. Responses to product dissatisfaction

   • Private action
     • Stop buying brand/product/at store
     • Warn friends about product/brand/store
   • Direct action
     • Complain to manufucturer
     • Seek redress from business
   • Public action
     • Taking public action
     • Complain to government/private agencies

7. Types of dissatisfaction

   • Passives
   • Voices
   • Irates
   • Activists

8. Complaining/reviewing online

9. Marketing strategy

   • creating reasonable expectations through promotional efforts
   • maintaining consistent quality so that these reasonable expectations are fulfilled
   • offering a way for consumers to voice complaints directly to the brand (avoid public voicing)

10. Repeat purchase behaviour

    • brand loyalty
    • repeat purchase behaviour