2. Consumer behavior is the study of
individuals, groups, or organizations
and all the activities associated with the
purchase, use and disposal of goods
and services, including the consumer's
emotional, mental and behavioral
responses
3.
4. Online Customer Behavior Process
Pre-purchase
process
• Needs
• Information
search
• Evaluation of
alternatives
Purchasing
stage
Post purchasing
stage
8. Services and Products
A customer wants consistency, which is the
capacity to perform the promised services, reliably
and accurately.
A customer wants tangibility or the form of
physical facilities, equipment, workforce and other
materials.
A customer wants reaction – the reaction to an
inquiry or to a call
9. Enhancing Customer Satisfaction
Attempt continuously to provide additional customer value in
every transaction.
Try to provide surprise benefits.
Constantly express the expectations that the customer has
around your product.
Treat the customer exclusively.
Look for expectations and performance gaps in order to identify
opportunities to delight.