Chapter 14. Customer Satisfaction and Customer Relationships.
This week’s readings will uncover the importance of customer satisfaction and how customers develop relationships with brands/products. Marketers are interested in their customers’ assessment of how their company is doing. Customer evaluations come in many forms: customer satisfaction, perceptions of quality, customers’ intentions to repurchase the same brand or from the same provider, the likelihood that a customer will generate word-of-mouth (speaking favorably to friends, family, and coworkers), etc. Marketers know that satisfied customers contribute to the bottom line. Truly loyal customers love the brand, purchase frequently, are zealous in telling others about it, and are even willing to pay more for the brand and all it means to them. When consumers buy something, marketers think that they evaluate the goodness of the purchase against some sort of expectation. There are three possible outcomes:
- If customers’ experiences surpass their expectations à customers are delighted!
- If customers’ experiences meet their expectations à customers are satisfied.
- If customers’ experiences fall short of their expectations à customers are dissatisfied.
Initial Postings: Read and reflect on the assigned readings for the week. Then post what you thought was the most important concept(s), method(s), term(s), and/or any other thing that you felt was worthy of your understanding in each assigned textbook chapter.Your initial post should be based upon the assigned reading for the week, so the textbook should be a source listed in your reference section and cited within the body of the text. Other sources are not required but feel free to use them if they aid in your discussion.
Also, provide a graduate-level response to each of the following questions:
- Discuss how core factors, cues to quality, and interpersonal factors of a product influence your buying decisions. Discuss with supporting examples.
- Choose a company, research the company’s Customer Relationship Marketing (CRM), and discuss it with the rest of the class.