The buying process doesn’t end when a customer purchases a product. After making a purchase, the customer uses the product and then evaluates the experience to determine whether it was satisfactory or unsatisfactory.
Satisfaction is a post consumption evaluation of how well a store or product meets or exceeds customer expectations.
This post purchase evaluation then becomes part of the customer’s internal information that affects future store and product decisions.
 |
| Post Purchase Behaviour by a Customer |
Unsatisfactory experiences can motivate customers to complain to the retailer, patronize other stores, and select different brands in the future.
Consistently high levels of satisfaction build store and brand loyalty, important sources of competitive advantage for retailers.
Other Posts :
No comments:
Post a Comment