After the last #uce webinar by Margareta Friman, watching videos at the module’s webpage by Lars E. Olsson, Tore Pedersen and reading Richard L Oliver’s article on the topic , following are are some quick reflections and thoughts.
Earlier studies on the topic of customer’s satisfaction determined that its dependent on the ratio of performance / expectations! Higher the ratio , higher the satisfaction ! New studies show that it may not be the case!. A customer satisfaction (for products or services) is a much more complex process. Customers pre and post purchasing decisions may be influenced by a number of subjective factors….
The questions/conversation i am having to myself right now are ..
1- How does “satisfaction” vary in short and long sales cycles? Afterall, the pre and post purchase experience (disconformations) of buying an influenza vaccine for personal use is different than buying in B2B context.. unless its not… ?
2. If the quality/performance of the product or service is not as important (objectively) then what strategies one should be employing to influence the (subjective) purchasing decisions of the buyers.. ?
3. Does a purchaser’s subjective satisfaction (or the degree of disconfirmation) vary in different cultures for the same product or service… ?.. i am hoping not!..
4. Managing the pre and post purchase expectations is as important as the performance (be it perceived or actual) itself..
5. Identifying emotions (emotional intelligence , a very desired personal trait in any situation.. .) is very important in understanding the successful journey of a satisfied customer..
At the end (on a light note :).. customers subjective well being or happiness ..I am thinking.. if a customer is genetically wired to be unhappy (as per Lars Olsson diagram in the explanation.) no matter what a product or service provider does.. the situation will be hopeless … …. Not ! if the seller works hard on the the “buying experience” part of the the process…
Time to continue to other readings now..