Chapter 18 Flashcards
Affective performance
the emotional response that owning or using the product or outlet provides
Brand loyalty
biased, behavioral response expressed over time by a decisions making unit with respect to one or more alternative brands out of a set of such brands that is a function of psychological processes
Churn:
turnover in a firm’s customer base
Committed customer
has an emotional attachment to a brand or firm
Consumer-to-consumer sale:
when one consumer sells a product directly to another with or without the assistance of commercial intermediary
Consumption guilt
occurs when negative emotions or guilt feelings are aroused by the use of a product or a service
Customer loyalty programs:
programs designed to generate repeat purchases
E-Waste
electronic waste such as cell phone, personal computers and various other personal electronic devices
Innovativeness:
consumer using a product in a new way
Instrumental Performance:
the physical functioning of the product
Net Promoter Score
measure the percentage of a firm’s customer base left after subtracting the firm’s detractors
Post purchase dissonance
doubt or anxiety a consumer reaction after making a difficult, relatively permanent decision
Product nonuse:
when a consumer actively acquires a product that is not used or used only sparingly relative to potential use
Relationship marketing
an attempt to develop ongoing, expanding exchange relationship with a firm’s customer
Repeat Purchasers:
continue to buy the same brand though they do not have an emotional attachment to it
Switching costs
the cost of finding, evaluating and adopting another solution
Symbolic performance:
aesthetic or image-enhancement performance
Use innovativeness
consumer using a product in a new way
Commitment
means the consumer is enthusiastic about a particular brand is somewhat immune to actions by competitors
Brand identification
this is when a consumer believe the brand reflects and reinforces some aspect of their self-concept.
brand comfort
a psychological state wherein a customer’s anxiety concerning a service has been eased and they enjoy peace of mind and is calm and worry free concerning service encounters with a specific provider.
Brand delight
performance so far above expectation that it delights the customer
Price premium
refers to the fact that repeat and particularly committed customer tend to buy brand consistently rather than waiting for a sale or continually negotiating price
Referrals
refer to profits generated by low customer acquired as a result of recommendation from existing customers
Lower cost
occurs because both the firm and customer learn how to interact more efficiently over time.
