Postpurchase Processes, Customer Satisfaction, and Customer Commitment Chapter Eighteen Postpurchase Processes, Customer Satisfaction, and Customer Commitment

Postpurchase Consumer Behavior Nonuse Compliant behavior Product disposal Postpurchase dissonance Committed customers Repeat purchases Increased use Brand switching Discontinued use Purchase Usage Evaluation Satisfaction

Product Disposition Alternatives Product and/or Package Get rid of it permanently Get rid of it temporarily Keep it Convert it to serve new purpose 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

Expectations, Performance, and Satisfaction Expectation Level Perceived Performance Below Minimum Relative to Desired Above Minimum Expectation Performance Desired Performance Better ? ? Same ? ? Worse ? ?

Dissatisfaction Responses 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

Impact of Customer Dissatisfaction Satisfied Customers 70% 70.0% Retained Customers Retained 80% Complain 10% 2.4% Retained Customers Dissatisfied Customers 30% Lost 20% 0.6% Lost Customers Customer Base 100% Do not Complain 90% Retained 10% 2.7% Retained Customers Lost 90% 24.3% Lost Customers New Customers 24.9% 24.9% Replacement Customers 75.1% Customer Retention

Dissatisfaction Recovery Strategies Fail safe your product/service Dissatisfaction Recovery Strategies

Examples of Methods Used to Measure Consumption Behaviors Type of behavior Measurement Information contact Funds access Store contact Product contact Purchase transaction Consumption Communication

Consumer Behaviors and Marketing Mix Elements Consumer Product Price Promotion Place Behaviors Information contact Funds access Store contact Product contact Purchase transaction Consumption Communication