Whatyouwilllearn

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

Session 15: Final exam

CHAPTER

18

Postpurchase
Processes,
Customer
Satisfaction,
and Customer
Commitment
McGraw-Hill/Irwin

Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

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?

What is the relationship with emotional

attachment, loyalty, and repeat purchase?
Source: J. Pollack, Tech Tops in Creating Emotional Connection, Advertising Age, October 17, 2011, p. 38.

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

Google

Emotional attachment is important because it

increases loyalty and purchase frequency.
Source: J. Pollack, Tech Tops in Creating Emotional Connection, Advertising Age, October 17, 2011, p. 38.

18-6

Postpurchase Consumer Behavior

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

Decrease the desirability of rejected alternatives

Decrease the importance of the purchase decision
Reverse the purchase decision (return before use)

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

Applications in Consumer Behavior

Arm & Hammers

countless uses for
under a $1 campaign
is a classic example of

use innovativeness!

Courtesy Church & Dwight Co., Inc..

18-11

Product Use and Nonuse

Product Use
Retailers can frequently take advantage of the fact that
the use of one product may require or suggest the use of
other products, e.g., dresses and shoes.
Retailers can promote such items
jointly
display them together, or
train sales personnel to make
relevant complementary sales

Displaying complementary
products together

18-12

Product Use and Nonuse

Product Use
Stringent product liability laws have made firms
responsible for harm caused by products not only

when the product is used as specified by the

manufacturer, but
in any reasonably foreseeable use of the
products.
When marketers discover confusion about proper use,
they should engage in communications to increase the
chances of proper use.
18-13

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).

Best Buys Buy Back Program

Viewer discretion due to language content

YouTube Spotlight
18-15

Purchase Evaluation and Customer

Satisfaction
The Evaluation Process

18-16

Purchase Evaluation and Customer

Satisfaction
The Evaluation Process
Determinants of Satisfaction and Dissatisfaction
Instrumental performance relates to the physical functioning of
the product.
Symbolic performance relates to aesthetic or imageenhancement performance.
Affective performance is the emotional response that owning or
using the product or outlet provides

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

Customer Satisfaction, Repeat

Purchases, and Customer Commitment
Creating Committed Customers
Is Increasingly the Focus of Marketing Strategy

18-21

Customer Satisfaction, Repeat

Purchases, and Customer Commitment
Repeat purchasers continue to buy the same brand
though they do not have an emotional attachment to it.
Switching costs are the costs of finding, evaluating, and
adopting another solution.
Brand loyalty involves commitment to the brand it is a
biased behavioral response expressed over time.

18-22

Customer Satisfaction, Repeat

Purchases, and Customer Commitment
Do you know your Net Promoter Score?
Net Promoter Score (NPS) is an indirect word-of-mouth
(WOM) measure of true attitudinal loyalty.
There are three categories of consumers:
1.Promoters
2.Passively satisfied
3.Detractors
NPS = Promoters minus Detractors

18-23

Customer Satisfaction, Repeat

Purchases, and Customer Commitment
Repeat Purchasers, Committed Customers, and Profits
A churn is a turnover in a firms customer base.
Reducing churn is a major objective of many firms today.

It typically costs more to obtain a new customer than to

retain an existing one, and new customers generally are
not as profitable as longer-term customers!

18-24

Customer Satisfaction, Repeat

Purchases, and Customer Commitment
Sources of Increased Customer Profitability over Time

18-25

Customer Satisfaction, Repeat

Purchases, and Customer Commitment
Repeat Purchasers, Committed Customers, and
Marketing Strategy
Developing a marketing strategy for a particular segment includes
identifying specific objectives to be pursued, such as
1. Attracting new users to the product category
2. Capturing competitors current customers
3. Encouraging current customers to use more
4. Encouraging current customers to become repeat
purchasers
5. Encouraging current customers to become committed
customers

18-26

Customer Satisfaction, Repeat

Purchases, and Customer Commitment
Customer Satisfaction Outcomes

18-27

Customer Satisfaction, Repeat

Purchases, and Customer Commitment
Relationship Marketing
Five key elements to Relationship marketing:
1. Developing a core service or product around which to build a
customer relationship
2. Customizing the relationship to the individual customer
3. Augmenting the core service or product with extra benefits
4. Pricing in a manner to encourage loyalty
5. Marketing to employees so that they will perform well for
customers

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