Consumer Post-Purchase

Question 1

Customer satisfaction

Answer 1

• The expectancy-disconfirmation model of satisfaction: each customer has some expectations when purchsing a product. Then he is disconfirmed while going through purchase journey. Disconfiramtion may be positive which leads to satisfaction or it may be negative, which will lead to dissatisaction. Though feelings also play a role in the final verdict.
• Consequences of post-purchase evaluation:
-repurchase
-complaint
-WoM recommendation
- or no change of behavior

Question 2

Customer dissatisfaction

Answer 2

• Measures to prevent dissatisfaction, e.g.
- Thank you letter
- Making return easier
• Complaint Management
-Fornell/Wernerfelt (1988)
-Examples: Facebook and Samsung

Question 3

Measures to prevent dissatisfaction:

Thank You Study

Answer 3

• 23% of life insurance policies are cancelled within 6 months of issuing
• How would cancellation rates be affected by thanking purchasers after issuing a
new life insurance policy?
• Would it matter if they were thanked by phone or by letter?
> Cancellation Rates are the lovest after recieving a letter (followed by Phone, followed by None)

Question 4

Measures to prevent dissatisfaction:

Making Return Easier

Answer 4

Making return easier to encourage buying by conecting customers to meaninful time point

Question 5

Components of consumer loyalty

Answer 5

• Behavioral Components: A purchase
  response expressed over time by consumers
• Attitudinal Components: A strong liking or
  preference for a brand over others

Question 6

Measures of customer Loyalty

Answer 6

• Attitudes and Intentions
• Primary Behavior, e.g.,
-Defections
-Repurchase behavior
Recency, frequency, and/or quantity of purchase
-Longevity of relationship
• Secondary Behavior, e.g.,
-Word-of-mouth
-Customer referrals

Question 7

Creating and Maintaining Loyalty

Answer 7

• Offer a unique benefit
• Treat the customer right
• Create switching costs
• Provide extras
• Manage customer satisfaction especially with service experience

Question 8

Definition of brand love

Answer 8

“Passionate emotional attachment of a satisfied consumer for a particular brand”

Carroll and Ahuvia (2006)

Question 9

WHAT MAKES A LOVE BRAND?

Answer 9

1. Exceed expectations
   Products should positively surprise customers regarding performance, design and quality
2. Build trust
   Consumers want to be able to rely on a brand‘s promise and expect transparency and open communication
3. 3. Innovation and trendsetting
      Love brands set trends; cnosumers are inspired by new innovations
4. Appreciation for customers
   Love brands address customers in a relevant and personal way; they show concern and appreciation for their customers
5. Common values
   Customers can only identify with brand if they share the same beliefs
6. Brand experience
   Love brands shall differentiate from competitors by offering a experience