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Advanced studies in consumer decision making behaviour. Table of contents
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Submitted by ostepopp on May 3, 2007
Category: Business
Words: 5643 | Pages: 23
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Table of contents
INTRODUCTION 2
RESEARCH DONE ON CUSTOMER SATISFACTION AND BRAND LOYALTY 3
DEFINITIONS OF SATISFACTION AND LOYALTY 5
TRUE BRAND LOYALTY 6
THE RELATIONSHIP BETWEEN SATISFACTION AND LOYALTY 7
SIX PANELS THAT SHOWS SOME OF THE POSSIBLE ASSOCIATIONS OF SATISFACTION AND LOYALTY 7
EVALUATION OF THE SIX PANELS 8
OTHER KEY ELEMENTS THAT INFLUENCE BRAND LOYALTY 10
IS VALUE A BETTER TOOL THAN SATISFACTION FOR MEASURING DETERMINING FACTORS FOR LOYALTY ? 10
THE IMPORTANCE OF TRUST FOR GENERATING BRAND LOYALTY. 11
BRAND LOYALTY - A COMPANY / STRUCTURAL APPROACH 13
SATISFACTION-BASED VS. COMMITMENT-BASED COMPANIES 13
THE CONCEPT OF CO-REVOLUTION 14
CAN ALL COMPANIES ACHIEVE BRAND LOYALTY ? 15
CONCLUSION 17
APPENDIX 18
TABLE 1: LOYALTY PHASES WITH CORRESPONDING VULNERABILITIES 18
TABLE 2: SATISFACTION VS. LOYALTY 18
TABLE 3: BRAND VALUE MODEL 19
TABLE 4: AN INTEGRATED CUSTOMER VALUE MEASUREMENT SYSTEM 20
TABLE 5: FOUR LOYALTY STRATEGIES 20
REFERENCES 21
Introduction
Does customer satisfaction generate brand loyalty ? This is an area of special interest in the field of postacquisition. In the book Consumer Behavior written by John C. Mowen and Michael Minor a model of the consumer postacquisition process encompasses five major phases: 1) product usage / consumption, 2) consumer satisfaction / dissatisfaction, 3)consumer complaint behavior, 4) the disposition of goods, and 5) the formation of brand loyalty. (Mowen / Minor, 1998)
This suggests that consumer satisfaction is closely related to brand loyalty. The thought that brand loyalty is directly influenced by satisfaction / dissatisfaction is logical. However, in recent research there are strong arguments that question to which extent customer satisfaction is able to generate brand loyalty.
In 1990 the...
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