消费者行为学第九章节.ppt

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 consumer’s general attitudes after obtaining and using a product /service. It is a post-selected evaluation which comes from a consumer’s certain buying and using experience. 满意度是指消费者获得和使用产品/服务以后对产品/服务的总的态度。这是一个由特定产品或服务的购买、使用和消费体验后的评价。 The importance of keeping and increasing consumer satisfaction 维持和提高顾客满意度的重要性 * Ma Guo, CEBA, Teaching Notes of Consumer Behavior * 9.3.3 The influence factors on consumer satisfaction/dissatisfaction 影响顾客满意/不满意的因素分析 五个主要因素：产品质量、满意/不满意、公平交易、归因、情感反应 1）Quality standards 质量标准：服务和有形产品的标准 2）The determinants of satisfaction/dissatisfaction 决定消费者满意/不满意的因素： They are depend on the relations between consumer’s expectation and product/service performance. 取决于消费者对产品/服务的期望与所感受的产品/服务表现之间的关系。 产品表现﹤期望 → 消费者失望（不满意） 产品表现= 期望 →消费者满意 产品表现﹥期望 → 消费者高兴（超值满意） * Ma Guo, CEBA, Teaching Notes of Consumer Behavior * （3）Equity Theory 公平理论：感觉不公平的交易，会导致不满意。 （4）Attribution Theory 归因理论 ：失败的原因归于产品/服务本身时，会产生不满意。 （5）Experiential based affective feelings 情感反应：消费者满意都会受消费者在购买和使用产品/服务过程中情感的影响。 * Ma Guo, CEBA, Teaching Notes of Consumer Behavior * A的收获 A的投入 = B的收获 B的投入 * Ma Guo, CEBA, Teaching Notes of Consumer Behavior * 企业产品 /服务 竞争者 产品/服务 顾客 决策 过程 顾客 期望 水平 购买 顾客 感知的 价值 顾客 满意 增加使用 重复使用 品牌 忠诚 品牌转换 顾客满意度发生的过程及结果 Common complaint behaviors: 几种的投诉抱怨行为 Do nothing or deal with the retailer in some manner 不行为或与零售商交涉。 Avoid using the retailer again and persuade fr