satisfaction and loyalty. customer satisfaction versus loyalty satisfaction satisfaction = meeting...
TRANSCRIPT
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Satisfaction and
Loyalty
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Customer Satisfaction versus Loyalty
SatisfactionSatisfaction = Meeting minimum expectation
Loyalty Loyalty = Exceeding customers expectation and securing future commitment
RetentionRetention = Satisfaction + Loyalty
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Outcomes:– Sales to increase revenues– Less price sensitivity– Lower organization’s costs– Positive word of mouth
Satisfaction:Feelings from experience
Loyalty:Choice of brand
over others
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Expectancy Disconfirmation
• Performance expectations are compared to actual product performance.– If quality falls below expectations,
emotional dissatisfaction results– If performance is above expectations,
emotional satisfaction occurs– If performance is not perceived as different
from expectations, expectancy confirmation occurs
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Satisfaction - Loyalty links
Zone of affection
Zone of indifference
Zone of defection
1
20%
40%
60%
80%
100%
Loyalty
Satisfaction5
Apostle
Terrorist
Hostages
Mercenaries
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Determinants of Dissatisfaction
0%
5%
10%
15%
20%
25%
30%
35%
40%
45% Core service value (mistakes, billing errors,harm,…)Service encounter failures (impolite,unresponsive, unknowledgeable,…)
Pricing (high price, unfair pricing, deceptivepricing,…)Inconvenience (location, waiting time,…)
Responses to service failures (negativeresponse, reluctant,…)Attraction by competitors (more personable,reliable, …)
Ethical problems (dishonest, intimidating,…)
Involuntary switching (customer moves, thirdparty,…)
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Disssatisfaction Responses
• Take no action -> Less favorable attitude
• Take action ->1. Complain to store/manufacturer
2. Stop buying
3. Warn friends
4. Complain to private or government agencies
5. Legal action
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Brand loyalty . . .
. . . is the degree to which a customer holds a positive attitude towards a brand, has a commitment to it, and intends to continue purchasing it in the future.
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Brand-Loyal Behaviors...• Proportion of purchases method• Undivided Loyalty• Occasional switch• Switch loyalty• Divided loyalty• Brand indifference
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Brand Loyalty Continuum
Undivided
LoyaltyAAAAAAA
Brand
IndifferenceABCDACDBCABC
OccasionalSwitchAABAAACAADAA
Switch LoyaltyAAAAAABBBBB
DividedLoyaltyAAAABBBAABBB
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Customer Satisfaction, Repeat Purchases, and Customer Commitment
Hawkins, Best & Coney
Total Buyers
Satisfied Buyers
Repeat Purchasers
Committed
Customers
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Repeat Purchasers
continue to buy the same brand though they do not have an emotional attachment to it
because
switching costs(the cost of finding, evaluating & adopting another solution)
too high
vulnerable to competition
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Committed Customersconsumer loyal to brand
has an emotional attachment to the brand or firm• Expression:
“I like this brand”“I like this outlet”“I believe in this firm”
• Arise:– Brand reflects and reinforces self concept– Performance above expected (delighted)
1. Unlikely to consider additional information2. Resistant to competitors3. More receptive to line extension4. Forgive occasional failure
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Relationship MarketingAn attempt to develop an ongoing, expanding exchange relationship with a firm’s customers.
5 levels1. Basic marketing
simply sells2. Reactive marketing
sells + call if they have comments, questions, complaints3. Accountable marketing
phone customer4. Proactive marketing
contact from time to time5. Partnership marketing
work continuously with customer
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Traditional Marketing Conceptvs
Value and Retention-Focused Marketing1. Make only
2. Do not focus
3. Market product
4. Research consumer
5. Understand the purchase
6. Realize
7. Segment the market
8. Target large group
9. Use one way promotions
10. Create loyalty program
11. Encourage customers to stay
12. Determine marketing budget
13. Conduct customer satisfaction surveys
14. Crete customer trust
1. Use technology
2. Focus
3. Utilize
4. Research the levels
5. Understand customer
6. Make each customer
7. Use hybrid
8. Invest in technologies
9. Use interactive communication
10. Create customer tiers
11. Make it very unattractive
12. Base your marketing budget
13. Conduct customer satisfaction surveys
14. Create customer intimacy