Customer Satisfaction Chapter 18 Lai Doan Cheryl Okunrinboye Sheila Nichelson.

Slides:



Advertisements
Similar presentations
Attitudes Cognitive component The opinion or belief segment of an attitude. Attitudes Evaluative statements or judgments concerning objects, people, or.
Advertisements

Why People Buy: Consumer Behavior
1 Chapter 4 Job Attitudes. 2 Individuals & Attitudes Attitude: An evaluative disposition (toward ____________) when compared against a set of standards.
Chapter 7 Consumers’ Evaluation of Service Chapter 7 slides for Marketing for Pharmacists, 2nd Edition.
5-1 Customer Perceptions of Service  Customer Perceptions  Customer Satisfaction  Service Quality  Service Encounters: The Building Blocks for Customer.
Seeking new ways Arina Negoda University of St. Thomas Master of Business Communications Minneapolis, Minnesota May 2008.
©2007 Prentice Hall Organizational Behavior: An Introduction to Your Life in Organizations Chapter 5 Motivating Individuals in Their Jobs.
Marketing 334 Consumer Behavior
Consumer Behavior Consumer Satisfaction ConsumerSatisfaction.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
Consumer Satisfaction 18 Chapter McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Stephen P. Robbins & Timothy A. Judge
ORGANIZATIONAL BEHAVIOR S T E P H E N P. R O B B I N S E L E V E N T H E D I T I O N W W W. P R E N H A L L. C O M / R O B B I N S © 2005 Prentice Hall.
Attitudes Attitudes Cognitive Component Affective Component
Chapter 19 Customer Service McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
5 Creating Long-Term Loyalty Relationships
Customer Value, Satisfaction and Loyalty. The New “Managerial Paradigm”
Chapter 6 Consumer Attitudes Consumer Attitudes.
MGT 321: Organizational Behavior
Consumer Behaviour in Services
Attitudes and Job Satisfaction
Attitudes Session 7.
Organizational Behavior MBA-542 Instructor: Erlan Bakiev, Ph.D.
Values Values Value System
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Customer Value, Satisfaction and Loyalty. The New “Managerial Paradigm”
1 ENT4310 Business Economics and Marketing Needs, Value, Satisfaction and Loyalty Arild Aspelund IØT, NTNU.
Customer Loyalty and Customer Retention. 2 Outline Definition of Customer Loyalty What Affects Customer Loyalty Relationship programs Customer life cycle.
5-1 Customer Perceptions of Service  Customer Perceptions  Customer Satisfaction  Service Quality  Service Encounters: The Building Blocks for Customer.
Introduction: Marketing for Hospitality and Tourism
Consumer & Business Buyer Behavior. Perception Process by which an individual selects, organizes, and interprets information to form a cohesive picture.
© 2007 The McGraw-Hill Companies, Inc. All rights reserved.
1 ORGANIZATIONAL BEHAVIOR STEPHEN P. ROBBINS Chapter 3 Attitudes and Job Satisfaction Reporter: Yen-Jen Angela Chen 2007/09/20.
1 Chapter 3 Attitudes and Job Satisfaction MRS. Shefa EL Sagga. 9/2/2011 OB.
Kelli J. Schutte William Jewell College Robbins & Judge Organizational Behavior 14th Edition Copyright © 2011 Pearson Education, Inc. publishing as Prentice.
1 Chapter 1 Instructor Shan A. Garib, Fall ◦ an organizational function ◦ a set of processes for creating, communicating, and delivering value to.
© 2007 Prentice Hall Inc. All rights reserved. Attitudes and Job Satisfaction Chapter THREE.
Attitudes and Job Satisfaction Chapter THREE. Attitudes Evaluative statements or judgments concerning objects, people, or events Affective Component The.
ORBChapter 31 ORGANIZATIONAL BEHAVIOR Chapter 3 Attitudes & Job Satisfaction.
Satisfaction and Loyalty. Customer Satisfaction versus Loyalty Satisfaction Satisfaction = Meeting minimum expectation Loyalty Loyalty = Exceeding customers.
1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 1 1 An Overview of Marketing.
© 2005 Prentice-Hall, Inc. 9-1 Chapter 9 Organizational Commitment, Organizational Justice, and Work- Family Interface.
McGraw-Hill/Irwin© 2005 The McGraw-Hill Companies, Inc. All rights reserved. 7-1 Chapter Rewarding Organizational Behavior.
Chapter 15 HRM and Service Fairness: How Being Fair with Employees Spills Over to Customers David E. Bowen, Stephan W. Gilliland and Robert Folger.
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
ORGANIZATIONAL BEHAVIOR S T E P H E N P. R O B B I N S E L E V E N T H E D I T I O N W W W. P R E N H A L L. C O M / R O B B I N S © 2005 Prentice Hall.
Customer Service Training Lesson 6 Customer Relations I.
© 2009 South-Western, a division of Cengage Learning. Chapter 13 Consumption to Satisfaction Babin/Harris.
Understand sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales.
Chapter 7: Learning and Decision Making Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
Customer Care “When you have a true passion for excellence, and when you act on it, you will stand straighter. You will look people in the eye. You will.
Chapter 3 Attitudes, and Job Satisfaction TWELFTH EDITION
© 2007 Prentice Hall Inc. All rights reserved. Attitudes and Job Satisfaction Chapter Four.
Understand sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales.
Motivation and Performance Chapter 13. The Nature of Motivation Motivation: The psychological forces that determine the direction of a person’s behavior.
Chapter 18 Consumer Behavior and Pricing Strategy
7 Motivation Concepts.
1 Chapter 1 Marketing: Managing Profitable Customer Relationships.
Chapter 5: Understanding Consumer and Business Buyer Behavior
HND - 3. Attitudes & Job satisfaction
Stephen P. Robbins & Timothy A. Judge
Lecture on Attitudes and Job Satisfaction
Complaints and Service Recovery Management
Chapter 9 Organizational Commitment, Organizational Justice, and Work-Family Interface © 2005 Prentice-Hall, Inc.
Attitudes and Job Satisfaction
Chapter 15 Consumer Relationships
Attitudes and Job Satisfaction
Services Consumer Behavior
Attitudes and Job Satisfaction
Presentation transcript:

Customer Satisfaction Chapter 18 Lai Doan Cheryl Okunrinboye Sheila Nichelson

What is Satisfaction?  Satisfaction is a judgment of a pleasurable level of consumption related fulfillment.  Consumers can experience satisfaction when a product or service gives greater pleasure then anticipated.

Satisfaction focuses on fulfillment in varieties  Satisfaction fulfillment is achieved by removing any negativity.  For example having the hardware on your computer repaired.  Under-Fulfillment or Over-fulfillment satisfaction is experienced when unexpected pleasure is achieved  Internal state highlights the meanings that operates in the consumer field of awareness sociably and culturally.

What is dissatisfaction?  An unpleasant level of consumption related fulfillment.  For example, Personal experience with Hyundai's 100,000 miles or 10 year warranty is just for the engine not the other components.

Managerial Concern with Satisfaction  Customer is King, satisfying customer needs and wants.  Product/Service Quality leads to Customer Satisfaction, Loyalty which achieves Organizational Objectives (e.g. profit, market share, shareholder value)

Basic factors that influence satisfaction How are performance and Satisfaction related?  Many managers believe that product performance or service quality paves the road to satisfaction  Judgment are always based on someone’s perceptions

Perceived Quality  Perceived quality: involves preferences, is based on comparative standards, differs among customers and situations, and resides in product use.  Quality has both cognitive (thinking) and affective (emotional) aspects.

How are employee and customer satisfaction related?  Corporate slogans and mission statement sometimes link customer satisfaction to employee satisfaction.  The Critical incident technique: is a systematic procedure for recording events and behaviors observed to lead to success or failure on specific task.

How Are Choice and Satisfaction Related?  Consumers use product features to form satisfaction judgments.  Choice Criteria – Product or service selection  Satisfaction Drivers – Satisfaction / Dissatisfaction  Aspects of the consumption situation that directly affect satisfaction are unpredictable.

How Do Consumers Judge Satisfaction?  Expectation – anticipation or predictions of future events.  The product or services they purchase will fulfill their wants.  For example, When you buy a new car, you expect it run well.

The expectancy disconfirmation model (EDM) and its limitation  Disconfirmation of pre-consumption expectations is the key influence on consumer satisfaction.  Positive disconfirmation occurs when performances exceed expectations and customer satisfaction increases.  Negative disconfirmation occurs when expectations are not met, and customer dissatisfaction increases.

Other Comparative Standards for Judging Satisfaction  Desires – The levels of products’ attributes and benefits that a consumer believes will lead to or are connected with high-level values.

Judging Satisfaction (Cont’d)  Fairness – Perceptions of fairness affects consumers’ satisfaction.  Homan’s Rule of Justice – Parties’ reward in exchange with others should be proportional to their investments or losses  Distributional Fairness – How rewards or outcomes are partitioned among the participants in an exchange.  Procedural Fairness – Manner in which the outcomes are delivered.  Interactional Fairness – How the consumer is treated by the marketer.

Consumer Attributions and the Satisfaction Process  Attribution Theory – How individuals find explanations for outcomes or behaviors Procedural Fairness Interactional Fairness Outcomes Distributional Fairness Satisfaction/ Dissatisfaction

Different emotions associated with satisfaction Five emotional response modes  Contentment: The contentment response is characterized by low levels of emotional arousal and may entail disinterest. Contentment is a passive response. For example, a consumer might express contentment over a family car that has functioned reliably over many years.

Emotional response modes (Cont’d)  Pleasure: the consumer confirms expectations and has moderate to high arousal and most likely high to moderate involvement as well. Consumer is more actively involved in processing process. For example, consumers choose a favorite piece of clothing, play a new CD just purchased…

Emotional response mode (Cont’d)  Delight: Delight response involves either a positive disconfirmation of expectations or; alternatively, a positive event or outcome that the consumer did not have any expectations about. Example, Sear’s $5 coupon.

Emotional response modes (Cont’d)  Relief: A feeling of relieve may come about as a response to unfulfilled negative expectations. For example, I didn’t have to wait as long as I expected  Ambivalence: the simultaneous or sequential experience of multiple emotional states associated with acquisition or consumption processes. This might involve high level of involvement.  For example, the joy of a bride choosing her wedding gown.

Consequences of satisfaction and dissatisfaction  In response to consumption experiences, consumers exercise one or more of the four behavior responses.

Consequences of satisfaction and dissatisfaction (Cont’d)  Exit: Not to purchase or use that product or service again.  Voice: Compliments an organization may receive when it delivers an especially satisfying outcome, complaints to the company about performance failure, negative and positive word of mouth with other consumers or consuming organizations, or third party complaints or compliments.

Consequences of satisfaction and dissatisfaction (Cont’d)  Customer loyalty: is a deeply held commitment to re-buy or re-patronize a preferred product or service consistently in the future, despite situational influences and marketing efforts having the potential to cause switching behavior.

Consequences of satisfaction and dissatisfaction (Cont’d)  Twist: refer to positive and negative ways in which consumers restructure meanings, roles, and objects in the marketplace.

Example of positive twist  Volunteer to answer phones during annual fund drives, regularly customers stopped by-passer to take coffee without paying.

Negative twist Consumers reflect their dissatisfaction with a company by engaging in negative twist.  Unwanted behaviors or acts or resistance against the company  Example: Creating website to inform other about the one’s dissatisfaction with a company.

Consequences of satisfaction and dissatisfaction (Cont’d) For Firm  Increase profit  Predictable sale  Positive word of mouth

Summary: Transformation in the Laundry Industry Americans wash a whopping 200 billion pound of laundry per year. Americans wash a whopping 200 billion pound of laundry per year. In many parts of world laundry still be done as it has been for at least 4000 years. In many parts of world laundry still be done as it has been for at least 4000 years. In U.S. doing laundry has undergone a major transformation, a lot easier now. In U.S. doing laundry has undergone a major transformation, a lot easier now. U.S has 35,000 coin operated laundry in urban area, customers, single, under 35. U.S has 35,000 coin operated laundry in urban area, customers, single, under 35.

Summary: Transformation in the Laundry Industry cont’d The laundry industry is changing. One of the change is the growth of the wash/dry and fold service or offer multi-service. The laundry industry is changing. One of the change is the growth of the wash/dry and fold service or offer multi-service. At Drain Wash in S.F. customer can grab a bit, listen to live music or poem reading. At Drain Wash in S.F. customer can grab a bit, listen to live music or poem reading. At Stan Klein’s rock and fold in Chicago, treating customer to neon light, movies on five screens, and gospel music while juggling loads. At Stan Klein’s rock and fold in Chicago, treating customer to neon light, movies on five screens, and gospel music while juggling loads. These Laundromats attempt to change how customer feel about doing laundry. These Laundromats attempt to change how customer feel about doing laundry.

1.What type of satisfaction, if any do you believe consumers associate with completing their Laundry  Satisfaction fulfillment  Five emotional response modes  Contentment  Pleasure  Delight  Relief  Ambivalence

2. How are multi-service laundry trying to influence satisfaction?  Voice: Compliments of Brian Wash may receive when it delivers an especially satisfying outcome.  For example by word of mouth  Customer loyalty: is a deeply held commitment to come back for service consistently in the future.

How are multi-service laundry trying to influence satisfaction? (Cont’d)  Twist: refer positive and negative ways in which consumers restructure meanings, roles, and objects in the Laundry place.  For example returning the laundry cart back into the building.

3. What factors should Brain Wash consider in assessing satisfaction with its new multi-service laundry?  Customer is King, satisfying customer needs and wants.  Product/Service Quality leads to Customer Satisfaction, Loyalty which achieves Organizational Objectives (e.g. profit, market share, shareholder value)

What factors should Brain Wash consider in assessing satisfaction with its new multi-service laundry? (Cont’d)  Perceived quality: involve preferences, is based on comparative standards, differs among customers and situations, and resides in product use.

Our Contact Information Contact person: Prof. James Whalen Contact person: Prof. James Whalen Telephone: (314) Telephone: (314)

Our Conclusion Thank you for your attention! Good Luck on your final! Happy Holidays to you and your beloved ones!