Chapter 12 & 13 Summary
- 1. •Decision Confirmation – Reaffirming the wisdom of one’s decision. •Experience evaluation – Assess the actual experience of consuming the product. •Satisfaction/dissatisfaction – The positive or negative feeling that comes with consuming a product or service.
- 2. The Psychology of consumer satisfaction Satisfaction is the ultimate purpose of all consumer behaviors Satisfactions is based on choices The level of satisfaction depends on the prior perception of the product or service Hence satisfaction is relative to expectations
- 3. Consumer Satisfaction and Quality The expectation of a consumer from a product is primarily quality Quality can be judged by two criteria: performance and consistency Performance is the outcome of the product’s use Consistency is how often a product performs well, comparing to previous times consumed.
- 4. Quality and Satisfaction in Services Quality measurement in services are more complex Quality is based of two dimensions: the ‘what’ and ‘how’ of the service, as opposed to just one with regards to a product. They are known as outcome and interaction quality
- 5. Measuring the Quality of a Service Outcome quality – the consequences experienced upon using the service Interaction quality – the pleasantness of the social experience in the acquisition of the service. (the interaction between the service provider and the client)
- 6. How Consumers Judge Service Quality 5 dimensions 1. Reliability – the service is performed right the first time 2. Responsiveness – the service company responds to customer problems and resolves them effectively 3. Assurance – the service company instills confidence in you 4. Empathy – service employees empathize with, understand, and respect the consumers 5. Tangibles – all Tangibles that go with the service (E.g. the physical facility itself)
- 7. Levels of Satisfaction Dissatisfaction Mere Satisfaction Satisfaction as contentment Satisfaction as enthusiasm Satisfaction as delight
- 8. Future Response May be on of three, namely: exit, voice or loyalty Exit – passively expressing dissatisfaction by dumping the brand Voice – actively expressing ones satisfaction or dissatisfaction of a product or service Loyalty – repeatedly consuming the same brand due to consistent satisfaction
- 9. Chapter 13
- 10. Shopper Motives Browsing – Refers to looking at merchandise without a specific purchase- intent. Bargain Hunting – Some consumers go shopping mainly to look for bargains, often without an imminent need for the product and without a specific purchase intent. Socialization – Shopping offers many an opportunity for social interaction with other people.
- 11. Seeking status – good store employees often attend to consumers with respect and courtesy responding to their needs for information and assistance, especially high end stores Market learning – visiting stores can be a very good way of acquiring information Recreation – consumers also visit stores for fun and sensory experiences Self-gratification – driven by the sense of rewarding one’s self Acquisition
- 12. Shopping Orientations Task-oriented – shoppers focus on finding what they seek, and they want to finish the shopping task efficiently Leisure-oriented – shoppers, in contrast , actual buying is secondary; enjoyment is primary
- 13. Orientations of Acquisition Product Quality Shoppers – seek good product quality, buys name brands, and tends to be brand loyal Economic shopper – this consumer seeks the best price possible, deal prone and coupon-heavy Convenience shopper – buys products only when necessary and from places most conveniently located Experience Shopper – seeks personalized attention. Seeks stores reputed to be high on personal service.
- 14. Types of Purchases Planned purchase – those purchases that were pre-ordained to me made before entering the store. Unplanned, evaluated – items were needed by consumers, but the need for the was not recognized at the time of the purchase occasion Unplanned restocking purchases – items the shopper has not thought about buying at the time but has been using regularly. Impulses – these are extremely unplanned and are bought spontaneously and completely unpremeditated
- 15. Consumer Impulsivity Reflective Occurs in proximity Emotion-driven
- 16. Store Personality 5 dimensions 1. Enthusiasm 2. Sophistication 3. Unpleasantness 4. Genuineness 5. Solidity
- 17. Consumer Loyalty to stores The ‘what’ factors 1. Merchandise Quality 2. Assortment 3. Price Value 4. Store brands The ‘how’ factors 1. Ease of merchandise selection 2. In-store assistance and information 3. Convenience 4. Problem resolution 5. Personalization 6. Atmospherics
- 18. Marketing Implication Milking Consumer’s Impulsivity Crafting Store Atmospherics Winning customer loyalty