Abstract
The customers purchase decision process and the related satisfaction is always an important issue in marketing management. This paper investigates the impact of satisfaction with customers’ decision process on evaluating their post purchase performance. When customers feel dissatisfied in purchase decision, the positive or negative perceive value will occur event the post purchase evaluation is satisfaction or dissatisfaction. The author proposes a stochastic model to describe the contradiction situation. The conditional probability is used to construct different scenarios with decision process and post purchase evaluation. The empirical data is provided to estimate the parameters of the proposed model. It is also used to make model calibration. Finally, the research results and application are demonstrated.
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