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The impact of cognitive intertia on postconsumption evaluation processes
This study sheds some light on the role of memory in satisfaction judgments. The author's findings indicate that consumers might fail to form satisfaction evaluations in an online manner in typical repeat-consumption situations. Instead of consciously reevaluating familiar products or services, consumers may choose to engage in judgment updating/formation processes only when faced with a postpurchase satisfaction inquiry. Surprise performances or inconsistent service delivery, however, greatly reduce to consumer's reliance on prior judgments. Under these conditions, consumers are motivated to spontaneously update their summary evaluations stored in memory. The implications of the memory-based nature of satisfaction judgments to service and retail managers are briefly discussed..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : Academy of Marketing Science |
|---|---|
| Edisi | - |
| Subjek | Consumer attitudes Statistical analysis Customer Satisfaction Memory studies |
| ISBN/ISSN | 920703 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |