Author Question: Describe models that attempt to explain the consumer's postpurchase ... (Read 35 times)

eruditmonkey@yahoo.com · **on:** Jun 28, 2018

Describe models that attempt to explain the consumer's postpurchase evaluation.

Question 2

In a marketing plan, the executive summary should be a complete but concise overview of the entire marketing plan because:
A) the executive summary is the most important part of the plan.
B) the executive summary is the first part of the marketing plan to be written.
C) most readers of a marketing plan are busy and value condensed information.
D) the executive summary is the least read part of the marketing plan.
E) the executive summary does not provide any quantitative information.

enass · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

Models that assist in our understanding of the consumer's postpurchase evaluation process include the expectancy disconfirmation theory, the perceived-control perspective, and the script perspective.

In short, the expectancy disconfirmation theory defines satisfaction as meeting or exceeding customer expectations.

The perceived-control perspective proposes that during the service experience, the higher the level of control over the situation perceived by consumers, the stronger will be their satisfaction with the service.

The script perspective proposes that in a service encounter, customers perform roles and their satisfaction is a function of role congruence.

Answer to Question 2

C