Complaining Behaviour
Action that occurs when a consumer actively seeks out someone to share an opinion with regarding a negative consumption event
What is complaining behaviour?
Number of firms competing for business within a specific category
What is competitive intensity?
Portion of resources allocated to one brand from the set of competing brands
What is customer share?
Tracks the amount of engagement and purchasing a consumer has had with a given marketer
What is loyalty card/program?
Action that takes place when consumers pass on negative information about a company from one to another
What is negative word-of-mouth?
Situation in which a consumer tends to continue a pattern of behaviour until some stronger force motivates them to change
What is consumer inertia?
Sense of attachment, dedication, and identification
What is customer commitment?
Action that occurs when negative WOM spreads on a relatively large scale, possibly even involving media coverage
What is negative publicity?
Action that occurs when consumers spread information from one to another about positive consumption experiences with companies
What is positive word-of-mouth?
Total economic resources that must be spent or invested as a consumer learns how to obtain value from a new product choice
What are financial switching costs?
Situation in which a consumer tends to continue a pattern of behaviour until some stronger force motivates them to change
What is consumer inertia?
The extent that consumers believe the processes involved in processing a transaction and handling any complaints are fair
What is procedural justice?
When a consumer yells, insults, or makes a public scene in an effort to harm the business in response to an unsatisfactory experience
What is rancorous revenge?
Lost time and extended effort spent in learning ways of using some product offering
What are procedural switching costs?
Extreme degree of attachment between a customer and a brand to the extent that the brand becomes part of that particular customer’s self-identity
What is brand love?
Times when a consumer chooses a competing choice, rather than the previously purchased choice, on the next purchase occasion
What is switching?
When a consumer becomes violent with employees or tries to vandalize a business in response to an unsatisfactory experience
What is retaliatory revenge?
Emotional and psychological consequences of changing from one brand/retailer/service provider to another
What are relational switching costs?
Consumers who will do everything possible to avoid doing business with a particular marketer
What are anti-loyal consumers?
Costs associated with changing from one choice (brand/retailer/service provider) to another
What are switching costs?