消费者行为学第九章介绍.pptVIP

9.3.1 Post buying behavior 购买后行为 Buyers generally evaluate products/services that they have bought. After consumer buying, there are a lot works need to do for marketers. 购买者在购买前和购买后都要对所选择的商品/服务进行评价。营销者的任务在产品/服务销售完成之后，还有大量工作要做。 * Ma Guo, CEBA, Teaching Notes of Consumer Behavior * Post-buying satisfaction /dissatisfaction has significant impact on next buying. 顾客购买后的满意/不满意对未来的购买有重大影响。 It is a big challenge that how to increase consumers’ post buying satisfaction. 如何提高和增加顾客的购后满意度是厂商面临的极大的挑战。 * Ma Guo, CEBA, Teaching Notes of Consumer Behavior * Definition 消费者的满意度： Satisfaction refers con