4.3.5 Post Purchase Behaviour¶
Importance of Post-Purchase Behavior¶
The Airbnb Example¶
Airbnb’s business model is a prime example of the importance of post-purchase behavior: 1. Customer Feedback: After a stay, customers provide feedback on the property. This feedback directly influences future customers’ decisions. 2. Host Feedback: Hosts also review guests, creating a two-way accountability system that emphasizes post-purchase evaluation. 3. Impact on Business: Positive reviews build trust and attract more users, while negative feedback serves as a warning, ensuring transparency for all parties.
This highlights how post-purchase behavior can shape a business's success by influencing future purchase decisions.
Theoretical Framework of Post-Purchase Behavior¶
Post-purchase satisfaction or dissatisfaction arises when a product or service's performance meets, exceeds, or falls short of customer expectations. This is summarized in three scenarios:
- Satisfaction: When performance matches expectations.
- Dissatisfaction: When performance is below expectations, leading to cognitive dissonance.
- Delight: When performance exceeds expectations.
Managing Expectations for Delight¶
To achieve customer delight, expectations must be carefully managed. However, this requires a balance: - Under-promising: Leads to low expectations, making it easier to exceed them. However, it may fail to attract customers in the first place. - Over-promising: Attracts customers with high expectations but risks dissatisfaction if promises are not met.
The ideal approach lies in setting realistic expectations while delivering exceptional performance.
Example: Restaurants¶
- Five-Star Restaurants: Customers accept long waiting times (e.g., 45 minutes to an hour) because the ambience and premium service set the expectation of a relaxed, high-quality dining experience.
- Fast Food Outlets: A delay of even five minutes can lead to frustration because the expectation is quick service.
These scenarios highlight the importance of setting appropriate expectations to avoid dissatisfaction.
Strategies for Effective Post-Purchase Management¶
1. Customer Engagement¶
- Utilize social media, personalized emails, or phone calls to stay connected with customers.
- Demonstrate care and concern for their experience.
2. Expectation Management¶
- Clearly communicate what the product or service offers during the pre-purchase stage.
- Ensure alignment between promotional messages and actual delivery.
3. Testimonials and Social Proof¶
- Showcase positive feedback from satisfied customers to reassure potential buyers.
- Highlight examples of how others have successfully used and benefited from the product.
4. Handling High-Involvement Purchases¶
- Products like cars, TVs, or washing machines demand more attention to post-purchase behavior due to their high cost and long-term usage.
- Offer comprehensive after-sales support and warranty services.
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