TAILIEUCHUNG - Lecture Consumer behaviour: Chapter 7 - Cathy Neal, Pascale Quester, Del Hawkins

In this lecture we examine the postpurchase process as the "after sale" period. We will also discuss the importance of customer satisfaction and consumer loyalty. This lecture will cover the following topics: postpurchase dissonance, product use, disposal, purchase evaluation, and aspects of gaining customer satisfaction and loyalty. | Chapter 7 Postpurchase Processes, Customer Satisfaction and Consumer Loyalty Postpurchase process Postpurchase dissonance Why product use is important to marketers Why product disposal is important to consumers Concept of customer satisfaction Concept of consumer loyalty 7– In this lecture we examine the postpurchase process as the ‘after sale’ period. In some ways it is more important than the actual lead-up to the sale. If postpurchase is not managed correctly then subsequent sales may not take place. It is important that marketers know how consumers are using products, as this can lead to important marketing decisions. In this ‘throw-away society’ we are being encouraged to think beyond the product purchase and use stage. Some consumers are thinking this way already and their needs must be considered. Finally we will discuss the importance of customer satisfaction and consumer loyalty. Postpurchase Processes Postpurchase dissonance Product use and non-use Disposal Purchase evaluation Customer satisfaction, repeat purchase behaviour and consumer loyalty 7– This lecture will cover the following topics: postpurchase dissonance product use disposal purchase evaluation, and aspects of gaining customer satisfaction and loyalty. Postpurchase Consumer Behaviour This chart provides an overview of the relevant stages. The marketer must realise that each stage is important for the consumer. We look at each stage in detail. If complaint behaviour is not managed to the satisfaction of the consumer, then it may result in low satisfaction, subsequent brand-switching and possible discontinued use of the product. Postpurchase Dissonance Some 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 revoked importance of the decision to the consumer difficulty of choosing among the alternatives individual’s tendency to experience .

• Marketing - Bán hàng
• Consumer behaviour
• Lecture Consumer behaviour
• Marketing strategy
• Postpurchase processes
• Customer satisfaction
• Consumer loyalty
• Consumer decision process
• Consumer outlet selection
• Consumer movement
• Business buying behaviour
• Organisational buying
• Situational influences
• Problem recognition
• Information search
• Selecting alternatives
• Communication strategies
• The strength of learning
• Theories of motivation
• Attitude components
• Australasian society
• Household structure
• Group influence
• Social class
• Cultural values
• An introduction to consumer behaviour
• A consumer society
• Buying and evaluating
• Learning and memory
• The world and themselves
• Cognitive dissonance on consumer buying behaviour
• Consumer buying behaviour
• Post purchase dissonance
• Fast Moving Consumer Goods
• Purchase of FMCG products
• Consumer decision
• Post purchase processes
• Outlet selection
• Product purchase
• Individual decision making
• Social media
• European family structures
• Household decision making
• Cultural change processes
• Communication skills
• Marketing strategies
• Habitual decision making
• Measuring problem recognition