Customer satisfaction is important for businesses to measure as it indicates how well products meet expectations. Satisfied customers are more likely to remain loyal and provide positive word-of-mouth advertising. Dissatisfied customers may complain, stop purchasing a brand, or take legal action. Post-purchase dissonance can occur when new information conflicts with a purchase decision, causing unease. Dissonance is reduced through changing beliefs, justifying the purchase, or ignoring conflicting information.

1. POST PURCHASE EVALUATION &
BEHAVIOR
BY
SIDDANNA MADANNA
PRAVIN YADAV
MBA 2nd YEAR

2. • Customer satisfaction is a marketing term that measures how
products or services supplied by a company meet or surpass a
customer’s expectation.
• Customer satisfaction is important because it provides
marketers and business owners with a metric that they can
use to manage and improve their businesses.
Consumer satisfaction
• PositiveSatisfaction
• NegativeDissatisfaction

3. why customer satisfaction is so
important:
• It increases customer lifetime value
• It reduces negative word of mouth
• It’s cheaper to retain customers than
acquire new ones
• It’s a leading indicator of consumer
repurchase intentions and loyalty

4. Definition
 “If the product matches expectations, the consumer is
satisfied; if it exceeds them, the consumer is highly satisfied; if
it falls short, the consumer is dissatisfied.”
--Philip Kotler
 “A judgment that a product or service feature, or the product
or service itself, provided (or is providing) a pleasurable level
of consumption-related fulfillment, including levels of under-
or over-fulfillment.”
--Oliver

5. Complain to
store or
manufacturer
Stop
buying
that brand
or at the
store
Warm
Friends
Complain
to private
or Govt.
Agencies
Initiate
Legal
Action
LESS
FAVORABLE
ATTITUDE
DISSATISFACTION
TAKE NO
ACTION
TAKE
ACTION
DISSATISFACTION
RESPONSES

6. Customer delight
Customer delight is surprising a customer by
exceeding his/her expectations and thus
creating a positive emotional reaction. This
emotional reaction leads to Word of Mouth.

7. How to Delight Customers
• The best service oriented employees do
these very well
Page 7

8. Dissatisfaction Response – Customer Complaint Behavior
Passives
Voicers Irates Activists

9. Post Purchase Dissonance
Making
Decisions
To Purchase
Expose To
Information
That Perceive To
Support Choices,
And Avoid
Information
Which Is Likely
To Rejected
May Feel
Uneasy
About Acquiring
The Drawbacks
Of The Chosen
Brand And
About Losing
The Benefits
Leads To At
Least Some Post
Purchase
Dissonance
Dissonance may increase because:
i. Expensive
ii. Similarity between the item selected and rejected
iii. Decision is very important

10. Factors Affecting Dissonance
Justification
Freedom Of Choice
Investment

11.  Sometimes individuals seek consistency between their
expectations and their reality
 This process is called dissonance reduction to bring their
cognitions and actions in line with one another
 It allows for a lessening of psychological tension and distress
Dissonance Reduction

12. According to Festinger, dissonance reduction can be achieved in
three ways:
i. Change behavior/cognition
ii. Justify behavior/cognition by changing the conflicting
cognition
iii. Justify behavior/cognition by adding new cognitions
Dissonance Reduction