1. 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.

2. 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.

3. 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.

4. 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.

5. 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.

6. Committed Customers 18-5 Committed Customers
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

7. 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.

8. 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.

9. 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
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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.