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The Effect od stating expectations on customer satisfaction and shopping experience
It is now widely accepted that exceeding customer expectations is key to customer satisfaction, delight, and loyalty. In the current research, the authors examine the impact of measuring customers' expectations just before a shopping or consumption experience (e.g., before entering a store or a bank) on the subsequent evaluation of that experience and the service provider. an upcoming service evaluation task. The authors propose that stating expectations before a consumption experience causes consumers to evaluate their experience online (e.g., while shopping) and that negative aspects receive greater attention and emphasis, leading to more negative (i.e., lower) satisfaction. The results show that though (prepurchase) expectations were indistinguishable from evaluations of the store's prior performance, the former led to lower postpurchase than prepurchase evaluations, whereas the latter tended to generate higher postpurchase evaluations. The current findings indicate that though knowing what customers expect is important, marketers should be careful not to create (perceived) bad experiences by measuring expectations in temporal proximity to the actual experience.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Customer services Customer Satisfaction Shopping Expectations studies |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |