Chapter 18 - Post-purchase Processes
Relationship marketing
an attempt to develop an ongoing, expanding exchange relationship with a firm's customers
loyalty programs
Strategic efforts on the part of the firm that can be used to bolster satisfaction, repeat purchases, and in some cases, loyatly.
off-label use
Product liability laws have made it increasingly important for marketing managers to be aware of all potential uses of their products.
committed customers
a consumer loyal to a brand (store or service) has an emotional attachment to the brand or firm.
use innovativeness
a consumer using a product in a new way
churn
a term used to refer to turnover in a firm's customer base.
repeat purhcasers
continue to buy the same brand though they do not have an emotional attachment to it
Postpurchase dissonance
doubt or anxiety caused after making a difficult, relatively permanent decision
e-waste
electronic-waste. exploding demand and short product life spans for high-tech gadgets such as cell phones, personal computers, and various other personal electronic devices is creating growing concerns over e-waste.
instrumental and symbolic performance
instrumental performance relates to the physical functioning of the product. symbolic performance relates to the aesthetic or image-enhancement performance.
Net Promoter Score
measures the percentage of a firm's promoter customer base left after subtracting out the firm's detractors.
product nonuse
occurs when a consumer actively acquires a product that is not used or used only sparingly relative to potential use
consumption guilt
occurs when negative emotions or guilt feelings are aroused by the use of a product or service
switching costs
the costs of finding, evaluating, and adopting another solution.
affective performance
the emotional response that owning or using the product or outlet provides.