consumer satisfaction客户满意度课件.pptVIP

“Another satisfied customer!”;Customer satisfaction means money!;Customer (dis)satisfaction;More (dis)satisfaction Facts;?Product Use Frequency of product use Primary use location Primary precipitating events or situations for product use or need Usage rates and trends Product Familiarity Degree of actual product use familiarity Knowledge (read product information, read product label, etc.) Knowledge and Involvement with product and the purchase process Awareness of other brands Reasons for original product purchase (selection reasons) Primary benefits sought from the product Product Evaluation Attribute evaluation matrix: (quality, price, trust, importance, performance, value) Perceived benefit associations matrix Importance, performance Identification of primary benefits sought Comparison to other brands (better, worse) What is the best thing about the brand, what could be done better ;Customer expectations influence the evaluation of quality and forecast (from customers’ pre-purchase perspective) how well the product or service will perform. ;;Some key points on developing loyalty;Proctor Gambles Pampers product had 13% market share in Hong Kong. They went on a massive campaign to gather the names and addresses of mothers and babies through highly successful cash back sales promotion activities. To get the cash back, mothers had to write in with full name and address details, as well as the babies birth date and sex. Using this information they wrote to the mothers on a quarterly basis, telling them of their babies growth and what to expect at the various stages. They also sent out discount vouchers when it was time to