Chapter 10 After We Buy:Satisfaction and Loyalty
Consumer Behavior: AFramework
John C. Mowen & Michael S.Minor
Key Concepts
Satisfaction anddissatisfaction
Brand expectations
Equity andsatisfaction
Expectationconfirmation
Why consumerscomplain
How consumerscomplain
Factors thatinfluencecomplaining
Product disposal
Ensuringsatisfaction
Brand loyalty
A ConsumptionExperience. . .
. . . is thecognitions andfeelings theconsumerexperiences duringthe use of aproduct or service
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