Postpurchase Processes, Customer Satisfaction, and Customer Commitment CHAPTER EIGHTEEN Postpurchase Processes, Customer Satisfaction, and Customer Commitment Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Postpurchase Consumer Behavior 18-1 Nonuse Compliant behavior Product disposal Postpurchase dissonance Committed customers Repeat purchases Increased use Brand switching Discontinued use Purchase Usage Evaluation Satisfaction Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Product Usage Index for VCRs, Microwaves, and Personal Computers 18-2 Use VCR Rental movie Record a show to view later Record show while watching another Watch previously recorded show Microwave oven Reheat food Defrost food Boil water (for coffee) Cook food Cook frozen food (TV dinner) Personal computer Word processing Spreadsheets Games Bookkeeping Communication (modem) Note: Figures refer to the average number of days per month a product is used for that specific purpose. Source: R. Jacob, “Why Some Customers Are More Equal Than Others,” Fortune, September 19, 1994, p. 220.
Product Disposition Alternatives 18-3 Product Get rid of it permanently Get rid of it temporarily Keep it Convert it to serve new purpose Use it to serve original purpose Store it Loan it Rent it Recycle it Throw it away Give it away Trade it Sell it To be (re)sold To be used To middleman Through middleman Direct to consumer Source: Adapted from J. Jacoby, C. K. Berning, and T. F. Dietvorst, “What about Disposition?” Journal of Marketing, April 1977, p. 23.
Expectations, Performance, and Satisfaction 18-4 Expectation Level Perceived Performance Below Minimum Relative to Desired Above Minimum Expectation Performance Desired Performance Better Satisfaction Satisfaction/Commitment Same Nonsatisfaction Satisfaction Worse Dissatisfaction Dissatisfaction Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Committed Customers 18-5 Committed Customers Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Dissatisfaction Responses 18-6 Take action Take no action Less favorable attitude Dissatisfaction Complain to private or government agencies Initiate legal action Warn friends Stop buying that brand or store Complain to store or manufacturer Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Sources of Increased Customer Profitability Over Time 18-7 Contribution to Profits Years as a customer Cost of new customer Initial sales Increased sales volume Lower costs Price premium Source: R. Jacob, “Why Some Customers Are More Equal Than Others,” Fortune, September 19, 1994, p. 220.
Customer Satisfaction Outcomes 18-8 Our total product Competitors’ total products Superior value expected Perceived value delivered Brand switching Brand loyalty Repeat purchases Increased use C d p o e r n c o s i c u s e m i s e o s r n S a l e s C s u a s t t i o s m f e a r c t i o n Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.