Diagrams

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• Legenda: Customer Touchpoints and Customer Journey

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• Legenda: Positive Word‐of‐Mouth - Car Industry

Discussion Questions

•  What is the difference between emotional and transactional stemming from the mechanics of the transactional bonds?
•  Identify and describe the determinants of customer satisfaction with online merchants. Characterize eachselected determinant as primarily driven by emotion or

S‐R and S‐O‐R Models

• ‐ S‐R‐Models are based on simplifying assumptions
• ‐ Thus, marketing tools are considered as signals („stimuli“) directly resulting in observable results or activities („responses“)
• ‐ There is no discussion of (psychological) processes within an individual person (approach of „behaviorism“)
• ‐ S‐O‐R (Stimulus‐Organism‐Response) models take intrapsychological processes into account (approach of „neo‐behaviorism“)
• ‐ S‐O‐R‐models assume that perceived signals or stimuli have to be mentallyprocessed before a reaction can be triggered

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