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Satisfaction%202008S

Satisfaction%202008S - Post-Decision Processes(Satisfaction...

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Post-Decision Processes (Satisfaction) Caleb Warren Buyer Behavior Fall 2008
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Satisfaction Why is satisfaction important? What is satisfaction? Is satisfaction possible? How can marketers maximize satisfaction/reduce dissatisfaction?
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Why Satisfaction is Important? Dissatisfied customers stop purchasing, complain, spread negative word-of-mouth Average business does not hear from 96% of its unhappy customers Average person with problems tells 9 or 10 people 95% of complainers will do business with you if complaint is resolved quickly
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What is Satisfaction? General definition: a temporary affective response resulting from the perception that some reference point (goals, needs, expectations, counterfactuals) has or has not been met What influences consumer satisfaction? Expectations Performance evaluation Affect/feeling Perceptions of Equity Attribution
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Reference Points Some point of comparison Motivated to meet or surpass reference point
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