Bài giảng Consumer Behaviour - Chapter 7 Postpurchase Processes, Customer Satisfaction and Consumer Loyalty

Chapter 7 Postpurchase Processes, Customer Satisfaction and Consumer LoyaltyPostpurchase processPostpurchase dissonanceWhy product use is important to marketersWhy product disposal is important to consumersConcept of customer satisfactionConcept of consumer loyalty1Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsPostpurchase ProcessesPostpurchase dissonanceProduct use and non-useDisposalPurchase evaluationCustomer satisfaction, repeat purchase behaviour and consumer loyalty2Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsPostpurchase Consumer BehaviourPostpurchase DissonanceSome purchases are followed by postpurchase dissonance Probability of postpurchase dissonance, and the magnitude of dissonance, is a function of the:degree of commitment and/or whether the decision can be revokedimportance of the decision to the consumerdifficulty of choosing among the alternativesindividual’s tendency to experience anxiety4Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsProduct Use and Non-UseProduct useuse innovativenessregional variationsmultiple vs single usePackagingDefective productsproduct recalls5Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsProduct-Usage IndexUnique Packaging for Competitive AdvantageThe Incidence of Product Recalls 1998–2003Product Disposal andMarketing StrategyRecyclingproductpackageTrade-insto motivate replacementSecond-hand marketse.g. textbooks, clothes‘Cash Converters’9Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsProduct-Disposal AlternativesPurchase EvaluationEvaluation of a purchase is influenced by:expectationsperceived performance11Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsExpectations, Performance and SatisfactionDissatisfaction ResponsesPossible outcomes of a negative purchase evaluation:Taking no actionSwitching brands, products or storesWarning friends and colleagues13Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsActions Taken by Consumers in Response to Product DissatisfactionMarketing Strategy andDissatisfied ConsumersMarketers need to satisfy consumer expectations by:creating reasonable expectations through promotional effortsmaintaining consistent quality so that these reasonable expectations are fulfilled15Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsRepeat Purchase BehaviourNote the difference between:Brand loyaltyimplies a psychological commitment to the brandandRepeat purchase behaviour simply involves the frequent repurchase of the brand16Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsRelationship MarketingThe five key elements:1. Developing a core product/service on which to build2. Customising the relationship to the individual customer3. Augmenting the core product/service with extra benefits4. Pricing in a manner that encourages loyalty5. Marketing to employees so that they perform well for customers17Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsBrand Loyalty isbiaseda behavioural responseexpressed over timewhere a consumer selects a brand over alternative brands a function of psychological processes18Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsRepeat Purchase Behaviour and Marketing StrategyKodak monitors six groups of consumers/customers:current customersnew customersbrand switcherstrial userscustomers who upgradetrade-in customers19Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsRepeat Purchase Behaviour and Marketing Strategy (cont.)Once objectives are defined for each group it becomes possible to develop and implement marketing strategies and evaluate the results20Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsImportance of Customer SatisfactionThe business of business is getting and keeping customers. (Drucker, 1979)Delivering high-quality service and high customer satisfaction is closely linked to profits, cost savings, and market share. (PIMS, Profit Impact of Market Share, 1970s)21Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsUsing TechnologyModern information technology makes possible these close, ‘customised’ relationships that add customer perceived-value to the product/service. 22Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsValue of Customer LoyaltyIncreased purchases of the existing productCross-purchases of your other productsPrice premium due to their appreciation of your added-value servicesReduced operating cost because of familiarity with your service systemPositive word-of-mouth which refers other customers to your firm23Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins“Loyal customers expect a good price, but they crave value most of all.” (Palmer, 1996)24Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsRule No. 1 The customer is always right.Rule No.2 If the customer is not right, then refer to Rule No. 1!! 25Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMeasuring Customer SatisfactionQualitative measurement techniquesFocus groupsMonitoring surveys26Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsNext LectureChapter 8:Perception27Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins