인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 전문잡지
- 저자정보
- 발행연도
- 2001.4
- 수록면
- 76 - 79 (4page)
이용수
초록· 키워드
A fundamental part of market segmentation for many products involves distinguishing between users (those who consume) and non users (those who do not). It is also important to understand the dynamics of consumption: When does consumption occur? Where does it occur? How is the product consumed? How much is consumed? Beyond answering these questions. a thorough understanding of the consumption stage of the decision-making process further requires focusing on the consumption experience itself. This involves considering the types of feelings experienced during consumption, the extent to which consumption provides positive versus negative reinforcement, and whether pre-purchase expectations are confirmed.
Just as consumers form pre-purchase evaluations to help them decide which product should be purchased and consumed, they also form post-consumption evaluations about the consumed product. Typically, companies examine these post-consumption evaluations in terms of customer satisfaction. Understanding satisfaction is essential for several reasons. The level of satisfaction or dissatisfaction influences repeat buying, word-of-mouth communication, and complaint behavior, Further, an understanding of the satisfaction or dissatisfaction of competitors' customers enables a company to more effectively and efficiently steal business from the competition.
Consumers' satisfaction with a product heavily depends on its performance. But beyond this, in may further depend on what consumers expect. Companies must be careful that customers do not expect too much, Otherwise, they end up being dissatisfied. If consumers expect too little. they may underappreciate what the product has to offer and, consequently, buy something else. Walking the line between promising too much and selling the product short is one of marketing' s toughest challenges.
상세정보 수정요청해당 페이지 내 제목·저자·목차·페이지Just as consumers form pre-purchase evaluations to help them decide which product should be purchased and consumed, they also form post-consumption evaluations about the consumed product. Typically, companies examine these post-consumption evaluations in terms of customer satisfaction. Understanding satisfaction is essential for several reasons. The level of satisfaction or dissatisfaction influences repeat buying, word-of-mouth communication, and complaint behavior, Further, an understanding of the satisfaction or dissatisfaction of competitors' customers enables a company to more effectively and efficiently steal business from the competition.
Consumers' satisfaction with a product heavily depends on its performance. But beyond this, in may further depend on what consumers expect. Companies must be careful that customers do not expect too much, Otherwise, they end up being dissatisfied. If consumers expect too little. they may underappreciate what the product has to offer and, consequently, buy something else. Walking the line between promising too much and selling the product short is one of marketing' s toughest challenges.
정보가 잘못된 경우 알려주세요!
목차
- How Do You Study Consumers?
- The Importance of Customer Satisfaction
- Summary
참고문헌
참고문헌 신청최근 본 자료
UCI(KEPA) : I410-ECN-0101-2010-326-003098324
