Professional Documents
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Chapter 11
Chapter 11
Chapter 11
Goals
Have you ever thought that the product you The probability of a consumer’s experiencing postpurchase
dissonance, as well as the magnitude of such dissonance, is a
had just bought was a mistake? function of
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 individual’s tendency to experience anxiety
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Consumers may use one or more of the following approaches Marketers should:
to reduce dissonance: help buyers confirm the wisdom of their purchase
Increase the desirability of the brand purchased. place follow-up calls
Decrease the desirability of rejected alternatives.
Decrease the importance of the purchase decision.
Reverse the purchase decision (return the product before use)
Product nonuse occurs when a consumer actively acquires Disposition of the product or the product’s container may
a product that is not used or used only sparingly relative to occur before, during, or after product use.
its potential use For many product categories, a physical product
Sometimes customers buy a product that is meant to be continues to exist even though it may no longer meet a
used in a different occasion but they never get to use it. consumer’s needs
Consumers may think it’s a waste of money and want to Øno longer function physically
return the product or not buy it in the future Øno longer provide the symbolic meaning desired by the
Marketers should encourage consumption consumer
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Flea market
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4.2 Theories about customer satisfaction/ 4.2.3 Equity theory (Adam Stacey)
dissatisfaction The consumer evaluates his/her inputs and outcomes and
4.3.2. Attribution theory compares them to the perceived inputs and outcomes of the
Attribution theory is concerned with how ordinary people seller in an effort to assess the equity of the transaction
explain the causes of behavior and events. Kelley (1967) (Lapidus & Pinkerston 1995).
factors that affect the formation of attribution
stability: the cause is temporary or regularly?
focus: customer or company related?
control: within the customer’s or company’s control?
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4.5. Customer satisfaction repeat purchase and 4.5. Customer satisfaction repeat purchase and commitment
commitment
Relationship marketing has five key elements:
committed customer, has an emotional attachment to the
brand or firm Developing a core service or product around which to build a
customer relationship.
Brand loyalty can arise through identifi cation, where a
consumer believes the brand refl ects and reinforces some Customizing the relationship to the individual customer.
aspect of his or her self-concept Augmenting the core service or product with extra benefits.
Committed customers are more receptive to line Pricing in a manner to encourage loyalty.
extensions and other new products offered by the same
firm. They are also more likely to forgive an occasional Marketing to employees so that they will perform well for
product or service failure customers.
Discussion
3. Use the attribution theory to list all possible reasons for
customer dissatisfaction for these services and provide
solutions for these reasons.
Education Hospitality service (hotel) Tourism