Chapter 15 Flashcards
Procedural justice
Extent to which consumers believe that the processes involved in processing a transaction or performing a service are fair.
Critical incident
Exchange between consumers and businesses that the consumer views as unusually negative with implication for the relationship
Complaining behavior
Action that occurs when a consumer seeks out higher management to share negative experience
Rancorous rage
Consumer yells insults and makes a public scene to harm business
Retaliatory revenge
Consumer becomes violent with employees to vandalize a business
Negative WOM
When consumers pass on negative information about a company
Negative public publicity
Action that occurs when negative WOM spreads
Third party endorsement
An outsider provides publicity available purchase recommendations and evaluations.
Ex: yelp
Switching
Times when a consumer chooses a competing choice rather than the previously purchased choice on the next purchase occasion.
Switching costs
Costs associated with changing from one choice to another
Procedural switching costs
Lost time and extended effort spent in learning ways of using some product offering
Financial switching costs
Total economic resources bay must be spent or invested as a consumer learns how to obtain value from new product choice.
Relational switching cost
Emotional consequences of changing brands
Competitive intensity
Number of firms competing for business within category
Customer share
Portion of recourses allocated to one brand from among the set of competing brands
