MKT 400 Lecture Notes - Lecture 10: Personalization, Switching Barriers, Liquid Oxygen

• School: Ryerson University
• Department: Marketing
• Course: MKT 400
• Professor: Steven Chuang

Document Summary

Lo1: list and define the behavioural outcomes of consumption: procedural justice: the extent that consumers believe the processes involved in processing a transaction and handling any complaints is fair. More likely to become a satisfied customer. Rancorous revenge: a consumer yells, insults, and makes a public scene in an effort to harm the business in response to an unsatisfactory experience. Retaliatory revenge: a consumer becomes violent with employees and/or tries to vandalize a business in response to an unsatisfactory experience. Competence -> consumer views company and service providers as knowledgeable and capable. Communication -> consumer and firm understand each other and speak the same language . Trust -> buyer and seller can depend on each other. Equity -> both buyer and seller see equity in exchange and are able to equitably resolve conflicts. Personalization -> buyer treats the customer as an individual with unique desires and requirements.