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.