SPECIAL

CONSIDERATIONS
OF SERVICE
 POST CHOICE
STAGE
Customer satisfaction is the focus of this stage. When consumer
perceptions meet or surpass their expectations, this is
accomplished. 

Cognitive dissonance, also known as post-purchase dissonance,

happens when customers are not satisfied. This is apprehension
on the part of the customer over the validity of a purchasing
choice.
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POST PURCHASE
EVALUATION
 SERVICE
SATISFACTION
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CUSTOMER SATISFACTION
OUTCOMES
Increased use

Our total
product Repeat
Consumer Superior Perceived purchases
Customer
decision value Sales value
satisfaction
process expected delivered  Brand Loyalty
Competitors
total product
WOM
 DISSATISFACTION OUTCOMES
6

Dissatisfaction

Take Action Take no action

Less Favorable
Attitude

Complain to Stop Negative Complain Initiate legal

store or buying that WOM to private or action
manufacturer brand or at government
the store agencies
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POST CHOICE
MODELS
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EXPECTANCY
DISCONFIRMATION
MODEL
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PERCEIVED-CONTROL
PERSPECTIVE
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SCRIPT PERSPECTIVE
THANK YOU