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Who is Your Satisfied Customer?

Who is Your Satisfied Customer?. Nessim Hanna John S. Wagle 1988 S-72.2530 Acceptability and QoSs Reijo Lindroos 27.11.2008. Activation level. Low Sensation Seekers. High Sensation Seekers. Curling up in bed Tendency to enjoy passive situations. Scuba diving, mountain climbing

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Who is Your Satisfied Customer?

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  1. Who is Your Satisfied Customer? Nessim Hanna John S. Wagle 1988 S-72.2530 Acceptability and QoSs ReijoLindroos 27.11.2008

  2. Activation level Low Sensation Seekers High Sensation Seekers • Curling up in bed • Tendency to enjoy passive situations • Scuba diving, mountain climbing • Tendency to seek exciting and challenging situations

  3. Effort/Satisfaction Theory • Amount of effort a consumer expends in purchasing a product or service. • Degree to which he or she is pleased with product or service. • The more benefit expectations, the more got benefits. • The more expensive product the more benefit. • Don´t explain why people sense got benefits in different way -> Optimal Stimulus Theory.

  4. Optimal Stimulation Theory • Each individual seeks an optimal stimulation level. • Different people have different levels of stimulation. • Adaptive stimulation level mechanism. • Stimulation level can moderate the process of evaluation. • In marketing GSSS (General Sensation Seeking Scale) is used to find optimal stimulation level.

  5. Interaction between effort and optimal stimulation level • High sensation seekers tend to expend more effort than low sensation seekers. • Satisfaction derived from identical amount of expended effort is higher for low sensation seekers than for high sensation seekers. • Example (Article collecting experiment): • Low sensation seekers felt task to be more pleasant and more satisfaction. • High sensation seekers expended more effort and felt less pleasant.

  6. Marketing Benefits • People can be categorized in terms of their activation level. • Different wisdoms can be taken into account on branches that have different stimulation level customers. • Different marketing strategies for different people groups.

  7. Separated Marketing Low Sensation Seekers High Sensation Seekers • Common products. • Late adapters. • Products that are easy to use. • Products that provide more novelty, risk and excitement. • Innovators. • Technically advanced products.

  8. Separated Marketing Low Sensation Seekers High Sensation Seekers • Marketing is based on other peoples experiences. • Mass marketing. • Malls. • Marketing is appealing to own experiments. • Special campaigns, special events, special interest media. • Special shops.

  9. Marketing Strategies • Developing a marketing mix for high sensation seekers. • Developing a marketing mix for low sensation seekers. • Creating a marketing mix for those who wish to use your business to increase their stimulation level. • Creating a marketing mix for those who wish to use your business to reduce their stimulation level.

  10. Marketing Conclusion • Conscious marketing strategy that takes into account human behavior can have a significant competitive edge for marketer. • Marketers who fail to consider optimal stimulation level have risk that their competition will develop more effective marketing strategies.

  11. Evaluation • Scientific importance • Good start. • Very simplified model. • Model is still valid after 20 years. • Gives a good sight to marketing including human aspects to marketing strategies. • Practical Importance • In order to decide your marketing strategy, you have know your customers´ orientations.

  12. Critique • Only two kind of people groups is specified. • People groups are seen in a very stereotyped way. • Marketing have to be targeted more specified way than in article. • Customer loyalty?

  13. (+) Competitiveness (+) CoursePerformance Time commitment Instrumentality(+) Effort Direction Performance Ambiguity (-) Course Satisfaction Intensity Conflict of Interest (-) (-) Dr.PabloRhi-Perez:Effort-Performance-Satisfaction

  14. Satisfied?

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