Answers:
Many businesses have begun focusing on customer relationship and loyalty programmes. The purpose is to increase customer satisfaction, commitment and retention of important customers. Consumers engage in a constant process of evaluating the things that they buy as these products are integrated into their daily consumption activities. In case of certain purchases, consumers experience post-purchase dissonance. This occurs as a result of the consumer doubting her/his wisdom of a purchase. After purchase, most products are put to use by consumers, even when they experience dissonance. Other purchases may be followed by non-use because the consumer returns or keeps the product without using it.
Consumers’ favourable post-purchase evaluation leads to satisfaction. Consumers choose a particular brand or retail outlet because they perceive it as a better overall choice than other alternatives that were evaluated while making the purchase decision. They expect a level of performance from their selected item that can range from quite low to quite high. Expectations and perceived performance are not independent and consumers tend to perceive performance in line with their expectations.