Since dissatisfaction is in part a function of the

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College Accounting, Chapters 1-27
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positioning the level of promotional claims. Since dissatisfaction is in part a function of the disparity between expectations and perceived performance, unrealistic consumer expectations created by excessive promotional exaggeration can contribute to consumer dissatisfaction.
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College Accounting, Chapters 1-27
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Chapter 10 / Exercise 1
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98 Dimensions of Performance: perceived problems by consumers that cause them to switch include; 1)Core service failure2)Service encounter failures3)Pricing4)Inconvenience5)Response to service failures6)Attraction to competitors or ethical problems. *For many products there are 2 dimensions of performance; 1)instrumental performance- the physical or functional performance of the product (vital for positive evaluation) and 2) symbolic performance- the symbolic, expressive, image enhancement performance of the product. Eg- if a car does not reflect the desired self-concept its symbolic performance is inadequate. Eg- styling of a coat to represent the performance opposed to its functional purpose of warmth. *In addition to symbolic and instrumental performance, some products also provide affective performance: the emotional response that owning or using the product provides. This may rise from the first 2 dimensions or from the product itself & may be the primary benefit sought from the product choice, eg- a book/movie. Dissatisfaction Responses: Actions by a consumer in response to dissatisfaction can be private in nature, warning friends, or consumers may take direct action such as complaining or requesting a refund or exchange. Consumers may take public action such as complaining to a consumer association or seeking redress through the legal system, marketers should seek to minimise dissatisfaction and resolve it when it occurs to avoid it going public.
99 Four types of response styles have been identified with dissatisfaction: 1)Passives- seldom take action, don’t perceive social benefits from complaining and their private norms don’t support it.2)Voices- Take direct action such as complaining to the firm, believe such action provides social benefits 3)Irates- take above average levels of private and direct action but low levels of public action. 4)Activists- likely to engage in private, direct and public action. Younger than average and believe strongly in social benefits and their personal norms support this. Marketing Strategy & Dissatisfied Consumers; Since dissatisfied consumers tend to express their dissatisfaction to their friends, dissatisfaction may cause companies to lose future sales to the unhappy consumer as well as current sales to the unhappy consumers friends. Whilst preventing this in the first place is ideal, also evident that complaint handling greatly influences consumers perceptions of a brand, easy communication of dissatisfaction to the firm itself and prompt handling in accordance with the consumers wants is ideal. *Complaints about products often go to retailers and no the manufacturer (thus little is done about the issue). Many firms attempt to overcome this by establishing consumer hotlines and

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