Consumer Satisfaction. Outline. The concept of consumer satisfaction/ dissatisfaction Theoretical frameworks: Expectancy-disconfirmation theory Attribution theory Measurement and management of consumer satisfaction Consequences of satisfaction/dissatisfaction.
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According to ED-theory, satisfaction is a function of three variables:
Read the description of the ACSI model and be prepared to discuss the constructs included in the model. Think about the 9 paths (arrows) in the model and try to figure out the sign of the relationships. Once you are familiar with the model, study the National Quarterly Scores (use the link on the home page). Pick an industry that you’re interested in and study the historical performance of the major players in this industry. What are the implications of these scores for the future performance of these companies?
market-based performance measure for firms, industries, economic sectors, and national economies; assessment of overall customer satisfaction as well as its antecedents and consequences; can be used for benchmarking over time and cross-sectionally;
Translation of Mgmt.
Perceptions into SQ specs
of Consumer Expectations
Dimensions of perceived service quality(Parasuraman, Zeithaml, and Berry)
zone of affection
zone of indifference
zone of defection
Note: Customer value refers to the net present value of the profit streams a customer generates over the average customer life.