MBA 706 si chen exam6
Customer evaluations - answer Customer satisfaction
Perceptions of quality
Customer intentions to rep purchase
Customers likelihood of word-of-mouth
Markers track these evaluations because they impact the bottom line
If customers' experiences - answer Surpass our expectations they are delighted
Meet their expectations. They are satisfied.
Fall short of their expectations they are dissatisfied
low-involvement purchases - answer Evaluation is instantaneous
Expectations are usually latent (cereal)
Higher-involvement purchases - answerevaluation is deliberative and conscious (car)
search goods - answerEvaluate obvious qualities; straightforward
experiential purchases - answer•Evaluate after trial/consumption
•Expectations might not be fully formed
•The experience shapes evaluation and expectations
Credence purchases - answerDon't have expertise to evaluate
Evaluate what one can (price, looks, etc.)
Expectation and experiences - answerBoth the core(hygiene factors) and peripheral
(motivating factors )components of a product contribute to satisfaction
If the core is good, it doesn't enhance satisfaction much because it is expected to be
good
If the core is bad, it can affect dissatisfaction
Peripheral services can affect both
Mapping experience through flowcharts - answerMarketers create flowchart that map all
of the interactions between the customer and company
Flow charts are used to generate quality measures at each stage, identify points of
repeated problems, suggest system redesigns.
Types of Expectations - answer-ideal levels of quality
Customer evaluations - answer Customer satisfaction
Perceptions of quality
Customer intentions to rep purchase
Customers likelihood of word-of-mouth
Markers track these evaluations because they impact the bottom line
If customers' experiences - answer Surpass our expectations they are delighted
Meet their expectations. They are satisfied.
Fall short of their expectations they are dissatisfied
low-involvement purchases - answer Evaluation is instantaneous
Expectations are usually latent (cereal)
Higher-involvement purchases - answerevaluation is deliberative and conscious (car)
search goods - answerEvaluate obvious qualities; straightforward
experiential purchases - answer•Evaluate after trial/consumption
•Expectations might not be fully formed
•The experience shapes evaluation and expectations
Credence purchases - answerDon't have expertise to evaluate
Evaluate what one can (price, looks, etc.)
Expectation and experiences - answerBoth the core(hygiene factors) and peripheral
(motivating factors )components of a product contribute to satisfaction
If the core is good, it doesn't enhance satisfaction much because it is expected to be
good
If the core is bad, it can affect dissatisfaction
Peripheral services can affect both
Mapping experience through flowcharts - answerMarketers create flowchart that map all
of the interactions between the customer and company
Flow charts are used to generate quality measures at each stage, identify points of
repeated problems, suggest system redesigns.
Types of Expectations - answer-ideal levels of quality
