Professional Documents
Culture Documents
Session 1:
Consumer behaviour and Marketing strategy
Session 2:
Cross-Cultural Variations, and Group Influence
on Consumer Behavior
Session 3:
Customer Perception
Session 8:
Article presentation
Session 9:
The Process and Problem Recognition
Session 10:
Information search
Session 11:
Alternative Evaluation, and Selection
Session 4:
Consumer learning, memory,
and product positioning
Session 12:
Post-purchase processes, customer satisfaction,
and customer commitment
Session 5:
Motivation, Personality, Emotion
Session 13:
Organizations as consumers
Session 6:
Attitudes and Influencing Attitudes
Session 14:
Group Project presentation
Session 7:
Self-concept and lifestyle
CHAPTER
18
Postpurchase
Processes,
Customer
Satisfaction,
and Customer
Commitment
McGraw-Hill/Irwin
18-3
Learning Objectives
Describe the various postpurchase processes engaged
in by consumers
Define and discuss postpurchase dissonance
Discuss the issues surrounding product use and nonuse
and their importance to marketers
Summarize disposition options and their relevance to
marketers and public policy
Explain the determinants and outcomes of satisfaction
and dissatisfaction
Describe the relationship between satisfaction, repeat
purchase, and customer commitment
18-4
ConsumerBehaviorInTheNews
Can emotional attachment sell brands?
What are the top 5 brands in terms of consumer
emotional attachment?
18-5
ConsumerBehaviorInTheNews
Can emotional attachment sell brands?
What are the top 5 brands in terms of consumer
emotional attachment?
iPod
iPhone
GoogleSearch
Disney Parks
18-6
18-7
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 individuals tendency to experience anxiety
18-8
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
18-9
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
18-10
use innovativeness!
18-11
Displaying complementary
products together
18-12
Disposition
18-14
Disposition
Product Disposition and Marketing Strategy
Marketers must be aware of the disposition factors that
ultimately affect consumer purchase decisions.
Helping consumers with the disposition of a used product
can help the consumer through this process (e.g.,
developing products, packages and programs that
encourage proper disposition).
YouTube Spotlight
18-15
18-16
18-17
Dissatisfaction Process
18-18
Dissatisfaction Responses
Marketing Strategy and Dissatisfied Consumers
Firms need to satisfy consumer expectations by
1. Creating reasonable expectations through promotional
efforts, and
2. Maintaining consistent quality so the reasonable
expectations are fulfilled.
18-19
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.
18-20
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18-25
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18-28
Video Application
The following Video Clip demonstrates
how Apple provides great customer
service!
https://www.youtube.com/watch?v=aQ
7hm7rXnRY
18-29