2. What is Satisfaction?What is Satisfaction?
Satisfaction is a judgment of aSatisfaction is a judgment of a
pleasurable level of consumptionpleasurable level of consumption
related fulfillment.related fulfillment.
Consumers can experienceConsumers can experience
satisfaction when a product orsatisfaction when a product or
service gives greater pleasure thenservice gives greater pleasure then
anticipated.anticipated.
3. Satisfaction focuses onSatisfaction focuses on
fulfillment in varietiesfulfillment in varieties
Satisfaction fulfillment is achieved by removing anySatisfaction fulfillment is achieved by removing any
negativity.negativity.
For example having the hardware on your computer repaired.For example having the hardware on your computer repaired.
Under-Fulfillment or Over-fulfillment satisfaction isUnder-Fulfillment or Over-fulfillment satisfaction is
experienced when unexpected pleasure is achievedexperienced when unexpected pleasure is achieved
Internal state highlights the meanings that operates inInternal state highlights the meanings that operates in
the consumer field of awareness sociably andthe consumer field of awareness sociably and
culturally.culturally.
4. What is dissatisfaction?What is dissatisfaction?
An unpleasant level ofAn unpleasant level of
consumption related fulfillment.consumption related fulfillment.
For example, Personal experienceFor example, Personal experience
with Hyundai's 100,000 miles orwith Hyundai's 100,000 miles or
10 year warranty is just for the10 year warranty is just for the
engine not the other components.engine not the other components.
5. Managerial Concern withManagerial Concern with
SatisfactionSatisfaction
Customer is King, satisfyingCustomer is King, satisfying
customer needs and wants.customer needs and wants.
Product/Service Quality leads toProduct/Service Quality leads to
Customer Satisfaction, LoyaltyCustomer Satisfaction, Loyalty
which achieves Organizationalwhich achieves Organizational
Objectives (e.g. profit, marketObjectives (e.g. profit, market
share, shareholder value)share, shareholder value)
6. Basic factors that influenceBasic factors that influence
satisfactionsatisfaction
How are performance and SatisfactionHow are performance and Satisfaction
related?related?
Many managers believe that productMany managers believe that product
performance or service quality pavesperformance or service quality paves
the road to satisfactionthe road to satisfaction
Judgment are always based onJudgment are always based on
someone’s perceptionssomeone’s perceptions
7. Perceived QualityPerceived Quality
Perceived quality: involvesPerceived quality: involves
preferences, is based on comparativepreferences, is based on comparative
standards, differs among customers andstandards, differs among customers and
situations, and resides in product use.situations, and resides in product use.
Quality has both cognitive (thinking)Quality has both cognitive (thinking)
and affective (emotional) aspects.and affective (emotional) aspects.
8. How are employee andHow are employee and
customer satisfaction related?customer satisfaction related?
Corporate slogans and missionCorporate slogans and mission
statement sometimes link customerstatement sometimes link customer
satisfaction to employee satisfaction.satisfaction to employee satisfaction.
The Critical incident technique: is aThe Critical incident technique: is a
systematic procedure for recordingsystematic procedure for recording
events and behaviors observed to leadevents and behaviors observed to lead
to success or failure on specific task.to success or failure on specific task.
9. How Are Choice andHow Are Choice and
Satisfaction Related?Satisfaction Related?
Consumers use product features toConsumers use product features to
form satisfaction judgments.form satisfaction judgments.
Choice Criteria – Product or serviceChoice Criteria – Product or service
selectionselection
Satisfaction Drivers – Satisfaction /Satisfaction Drivers – Satisfaction /
DissatisfactionDissatisfaction
Aspects of the consumption situationAspects of the consumption situation
that directly affect satisfaction arethat directly affect satisfaction are
unpredictable.unpredictable.
10. How Do Consumers JudgeHow Do Consumers Judge
Satisfaction?Satisfaction?
Expectation – anticipation orExpectation – anticipation or
predictions of future events.predictions of future events.
The product or services they purchaseThe product or services they purchase
will fulfill their wants.will fulfill their wants.
For example, When you buy a new car,For example, When you buy a new car,
you expect it run well.you expect it run well.
11. The expectancy disconfirmationThe expectancy disconfirmation
model (EDM) and its limitationmodel (EDM) and its limitation
Disconfirmation of pre-consumptionDisconfirmation of pre-consumption
expectations is the key influence onexpectations is the key influence on
consumer satisfaction.consumer satisfaction.
Positive disconfirmation occurs whenPositive disconfirmation occurs when
performances exceed expectations andperformances exceed expectations and
customer satisfaction increases.customer satisfaction increases.
Negative disconfirmation occurs whenNegative disconfirmation occurs when
expectations are not met, and customerexpectations are not met, and customer
dissatisfaction increases.dissatisfaction increases.
12. Other Comparative StandardsOther Comparative Standards
for Judging Satisfactionfor Judging Satisfaction
Desires – The levels of products’Desires – The levels of products’
attributes and benefits that aattributes and benefits that a
consumer believes will lead to orconsumer believes will lead to or
are connected with high-levelare connected with high-level
values.values.
13. Judging Satisfaction (Cont’d)Judging Satisfaction (Cont’d)
Fairness – Perceptions of fairness affectsFairness – Perceptions of fairness affects
consumers’ satisfaction.consumers’ satisfaction.
Homan’s Rule of Justice – Parties’ reward inHoman’s Rule of Justice – Parties’ reward in
exchange with others should be proportionalexchange with others should be proportional
to their investments or lossesto their investments or losses
Distributional Fairness – How rewards orDistributional Fairness – How rewards or
outcomes are partitioned among theoutcomes are partitioned among the
participants in an exchange.participants in an exchange.
Procedural Fairness – Manner in which theProcedural Fairness – Manner in which the
outcomes are delivered.outcomes are delivered.
Interactional Fairness – How the consumerInteractional Fairness – How the consumer
is treated by the marketer.is treated by the marketer.
14. Consumer Attributions and theConsumer Attributions and the
Satisfaction ProcessSatisfaction Process
Attribution Theory – How individuals findAttribution Theory – How individuals find
explanations for outcomes or behaviorsexplanations for outcomes or behaviors
Procedural
Fairness
Interactional
Fairness
Outcomes
Distributional
Fairness
Satisfaction/
Dissatisfaction
15. Different emotions associatedDifferent emotions associated
with satisfactionwith satisfaction
Five emotional response modesFive emotional response modes
Contentment: The contentmentContentment: The contentment
response is characterized by low levelsresponse is characterized by low levels
of emotional arousal and may entailof emotional arousal and may entail
disinterest. Contentment is a passivedisinterest. Contentment is a passive
response. For example, a consumerresponse. For example, a consumer
might express contentment over amight express contentment over a
family car that has functioned reliablyfamily car that has functioned reliably
over many years.over many years.
16. Emotional response modesEmotional response modes
(Cont’d)(Cont’d)
Pleasure: the consumer confirmsPleasure: the consumer confirms
expectations and has moderate to highexpectations and has moderate to high
arousal and most likely high toarousal and most likely high to
moderate involvement as well.moderate involvement as well.
Consumer is more actively involved inConsumer is more actively involved in
processing process. For example,processing process. For example,
consumers choose a favorite piece ofconsumers choose a favorite piece of
clothing, play a new CD justclothing, play a new CD just
purchased…purchased…
17. Emotional response mode (Cont’d)Emotional response mode (Cont’d)
Delight: Delight response involvesDelight: Delight response involves
either a positive disconfirmation ofeither a positive disconfirmation of
expectations or; alternatively, aexpectations or; alternatively, a
positive event or outcome that thepositive event or outcome that the
consumer did not have anyconsumer did not have any
expectations about. Example, Sear’sexpectations about. Example, Sear’s
$5 coupon.$5 coupon.
18. Emotional response modesEmotional response modes
(Cont’d)(Cont’d)
Relief: A feeling of relieve may come about as aRelief: A feeling of relieve may come about as a
response to unfulfilled negative expectations. Forresponse to unfulfilled negative expectations. For
example, I didn’t have to wait as long as Iexample, I didn’t have to wait as long as I
expectedexpected
Ambivalence: the simultaneous or sequentialAmbivalence: the simultaneous or sequential
experience of multiple emotional states associatedexperience of multiple emotional states associated
with acquisition or consumption processes. Thiswith acquisition or consumption processes. This
might involve high level of involvement.might involve high level of involvement.
For example, the joy of a bride choosing herFor example, the joy of a bride choosing her
wedding gown.wedding gown.
19. Consequences of satisfactionConsequences of satisfaction
and dissatisfactionand dissatisfaction
In response to consumptionIn response to consumption
experiences, consumers exerciseexperiences, consumers exercise
one or more of the four behaviorone or more of the four behavior
responses.responses.
20. Consequences of satisfactionConsequences of satisfaction
and dissatisfaction (Cont’d)and dissatisfaction (Cont’d)
Exit: Not to purchase or use that product orExit: Not to purchase or use that product or
service again.service again.
Voice: Compliments an organization mayVoice: Compliments an organization may
receive when it delivers an especiallyreceive when it delivers an especially
satisfying outcome, complaints to thesatisfying outcome, complaints to the
company about performance failure,company about performance failure,
negative and positive word of mouth withnegative and positive word of mouth with
other consumers or consumingother consumers or consuming
organizations, or third party complaints ororganizations, or third party complaints or
compliments.compliments.
21. Consequences of satisfactionConsequences of satisfaction
and dissatisfaction (Cont’d)and dissatisfaction (Cont’d)
Customer loyalty: is a deeply heldCustomer loyalty: is a deeply held
commitment to re-buy or re-patronize acommitment to re-buy or re-patronize a
preferred product or servicepreferred product or service
consistently in the future, despiteconsistently in the future, despite
situational influences and marketingsituational influences and marketing
efforts having the potential to causeefforts having the potential to cause
switching behavior.switching behavior.
22. Consequences of satisfactionConsequences of satisfaction
and dissatisfaction (Cont’d)and dissatisfaction (Cont’d)
Twist: refer to positive andTwist: refer to positive and
negative ways in which consumersnegative ways in which consumers
restructure meanings, roles, andrestructure meanings, roles, and
objects in the marketplace.objects in the marketplace.
23. Example of positive twistExample of positive twist
Volunteer to answer phones duringVolunteer to answer phones during
annual fund drives, regularlyannual fund drives, regularly
customers stopped by-passer tocustomers stopped by-passer to
take coffee without paying.take coffee without paying.
24. Negative twistNegative twist
Consumers reflect their dissatisfactionConsumers reflect their dissatisfaction
with a company by engaging inwith a company by engaging in
negative twist.negative twist.
Unwanted behaviors or acts orUnwanted behaviors or acts or
resistance against the companyresistance against the company
Example: Creating website to informExample: Creating website to inform
other about the one’s dissatisfactionother about the one’s dissatisfaction
with a company.with a company.
25. Consequences of satisfactionConsequences of satisfaction
and dissatisfaction (Cont’d)and dissatisfaction (Cont’d)
For FirmFor Firm
Increase profitIncrease profit
Predictable salePredictable sale
Positive word of mouthPositive word of mouth
26. Summary: TransformationSummary: Transformation
in the Laundry Industryin the Laundry Industry
Americans wash a whopping 200 billionAmericans wash a whopping 200 billion
pound of laundry per year.pound of laundry per year.
In many parts of world laundry still beIn many parts of world laundry still be
done as it has been for at least 4000 years.done as it has been for at least 4000 years.
In U.S. doing laundry has undergone aIn U.S. doing laundry has undergone a
major transformation, a lot easier now.major transformation, a lot easier now.
U.S has 35,000 coin operated laundry inU.S has 35,000 coin operated laundry in
urban area, customers, single, under 35.urban area, customers, single, under 35.
27. Summary: TransformationSummary: Transformation
in the Laundry Industry cont’din the Laundry Industry cont’d
The laundry industry is changing. One of theThe laundry industry is changing. One of the
change is the growth of the wash/dry and foldchange is the growth of the wash/dry and fold
service or offer multi-service.service or offer multi-service.
At Drain Wash in S.F. customer can grab a bit,At Drain Wash in S.F. customer can grab a bit,
listen to live music or poem reading.listen to live music or poem reading.
At Stan Klein’s rock and fold in Chicago,At Stan Klein’s rock and fold in Chicago,
treating customer to neon light, movies on fivetreating customer to neon light, movies on five
screens, and gospel music while juggling loads.screens, and gospel music while juggling loads.
These Laundromats attempt to change howThese Laundromats attempt to change how
customer feel about doing laundry.customer feel about doing laundry.
28. 1.1. What type of satisfaction, if any do youWhat type of satisfaction, if any do you
believe consumers associate withbelieve consumers associate with
completing their Laundrycompleting their Laundry
Satisfaction fulfillmentSatisfaction fulfillment
Five emotional response modesFive emotional response modes
ContentmentContentment
PleasurePleasure
DelightDelight
ReliefRelief
AmbivalenceAmbivalence
29. 2. How are multi-service laundry trying to2. How are multi-service laundry trying to
influence satisfaction?influence satisfaction?
Voice: Compliments of Brian Wash mayVoice: Compliments of Brian Wash may
receive when it delivers an especiallyreceive when it delivers an especially
satisfying outcome.satisfying outcome.
For example by word of mouthFor example by word of mouth
Customer loyalty: is a deeply heldCustomer loyalty: is a deeply held
commitment to come back for servicecommitment to come back for service
consistently in the future.consistently in the future.
30. How are multi-service laundry trying toHow are multi-service laundry trying to
influence satisfaction? (Cont’d)influence satisfaction? (Cont’d)
Twist: refer positive and negativeTwist: refer positive and negative
ways in which consumersways in which consumers
restructure meanings, roles, andrestructure meanings, roles, and
objects in the Laundry place.objects in the Laundry place.
For example returning the laundryFor example returning the laundry
cart back into the building.cart back into the building.
31. 3. What factors should Brain Wash consider in3. What factors should Brain Wash consider in
assessing satisfaction with its newassessing satisfaction with its new
multi-service laundry?multi-service laundry?
Customer is King, satisfyingCustomer is King, satisfying
customer needs and wants.customer needs and wants.
Product/Service Quality leads toProduct/Service Quality leads to
Customer Satisfaction, LoyaltyCustomer Satisfaction, Loyalty
which achieves Organizationalwhich achieves Organizational
Objectives (e.g. profit, marketObjectives (e.g. profit, market
share, shareholder value)share, shareholder value)
32. What factors should Brain Wash consider inWhat factors should Brain Wash consider in
assessing satisfaction with its newassessing satisfaction with its new
multi-service laundry? (Cont’d)multi-service laundry? (Cont’d)
Perceived quality: involvePerceived quality: involve
preferences, is based onpreferences, is based on
comparative standards, differscomparative standards, differs
among customers and situations,among customers and situations,
and resides in product use.and resides in product use.
33. Our Contact InformationOur Contact Information
Contact person: Prof. James WhalenContact person: Prof. James Whalen
Telephone: (314) 367-6501Telephone: (314) 367-6501
E-mail: whalenjpw133@aol.comE-mail: whalenjpw133@aol.com
34. Our ConclusionOur Conclusion
Thank you for your attention!Thank you for your attention!
Good Luck on your final!Good Luck on your final!
Happy Holidays to you andHappy Holidays to you and
your beloved ones!your beloved ones!
