Post-purchase Process Research Articles

The influence of food values on post–purchase variables at food establishments

PurposeThe importance of food values for the post–purchase process has not been widely studied. Most previous research in this line has focused on examining either the attributes of specific food categories, without taking the corresponding values into account, or food-purchasing attitudes and behaviour. To address this gap in the research, this paper delves deeper into the influence of food values on post–purchase variables.Design/methodology/approachSpecifically, it analyses the influence of food values on satisfaction (both with the purchase and with the establishment), switching costs and loyalty. To this end, a sample of 708 consumers, collected through online questionnaires in Spain, is analysed using various descriptive statistics and causal models.FindingsThe findings confirm the influence of food values on satisfaction and that satisfaction positively influences loyalty. Switching costs were not found to moderate the relationship between satisfaction and loyalty.Research limitations/implicationsThe survey had to be completed online, and, thus, respondents needed to have an e-mail address. This influenced the respondents' profile, since many consumers over the age of 54 do not have e-mail, do not use it, or are more reluctant to complete online surveys.Practical implicationsPurchase satisfaction was not found to affect switching costs, which reinforces the idea that loyalty can sometimes be spurious. It would thus be an indicator that, as long as consumers have no other option, they will continue to shop at the establishment. In contrast, establishment satisfaction did generate switching costs. This finding could be due to aspects such as convenience, the development and maintenance of relationships with the employees, knowledge of where products are located in the store, etc. Customers may be dissatisfied with their purchase, yet still satisfied with an establishment, which could entail very high switching costs for them and, therefore, cause them to remain loyal (albeit spuriously) to the establishment.Originality/valueThis research contributes to the literature in this field by examining the influence of food values on key post-purchase variables.

The aesthetic fidelity effect

Product aesthetics is a powerful means for achieving competitive advantage. Yet most studies to date have focused on the role of aesthetics in shaping pre-purchase preferences and have failed to consider how product aesthetics affects post-purchase processes and consumers' usage behavior. This research focuses on the relationship between aesthetics and usage behavior in the context of durable products. Studies 1A to 1C provide evidence of a positive effect of product aesthetics on usage intensity using market data from the car and the fashion industries. Study 2 corroborates these findings and shows that the more intensive use of highly aesthetic products may lead to the acquisition of product-specific usage skills that form the basis for a cognitive lock-in. Hence, consumers are less likely to switch away from products with appealing designs, an effect that is labeled as the ‘aesthetic fidelity’ effect. Study 3 addresses an alternative explanation for the ‘aesthetic fidelity effect’ based on mood and motivation but finds that the ‘aesthetic fidelity’ effect is indeed determined by usage intensity. Finally, Study 4 identifies a boundary condition of the positive effect of product aesthetics on product usage, showing that it is limited to durable products. In sum, this research demonstrates that the effects of product aesthetics extend beyond the pre-consumption stage and have an enduring impact on people's consumption experiences.

Auditing social networks on post-purchase behaviour: analysis of the content of the mentions on AliExpress in Brazil

This study aims to study the auditing social networks in post-purchase in the mentions of customers presented on the internet. The research problem was: how can post-consumer behaviour influence marketing strategies on social media? The Scup tool used as a data collection procedure for surveying social media mentions about AliExpress in Brazil. As a result, after applying the filter described in the procedures, we obtained 71 records (N = 71) collected in the period from 29 October 2015, to 4 November 2015, reflecting the behaviour of the consumer about the post-purchase process. The result of the popularisation of social networks has changed the relationship between companies and their publics. In the past those relations was processed through official customer service channels, today is via social networks, where customers expose their opinions about product or service purchased by a particular company. Retailers as AliExpress need to improve customer experience throw social media in Brazil.

Auditing social networks on post-purchase behaviour: analysis of the content of the mentions on AliExpress in Brazil

This study aims to study the auditing social networks in post-purchase in the mentions of customers presented on the internet. The research problem was: how can post-consumer behaviour influence marketing strategies on social media? The Scup tool used as a data collection procedure for surveying social media mentions about AliExpress in Brazil. As a result, after applying the filter described in the procedures, we obtained 71 records (N = 71) collected in the period from 29 October 2015, to 4 November 2015, reflecting the behaviour of the consumer about the post-purchase process. The result of the popularisation of social networks has changed the relationship between companies and their publics. In the past those relations was processed through official customer service channels, today is via social networks, where customers expose their opinions about product or service purchased by a particular company. Retailers as AliExpress need to improve customer experience throw social media in Brazil.

Social Networks and Post-Purchase Behavior: Analysis of the Content of the Mentions on AliExpress

This study aims to study the influence of social networks in post-purchase, that is, in the mentions of customers presented on the internet. Concepts of digital marketing and post-purchase behavior are discussed in this work. Digital marketing means doing marketing through digital tools. It is the set of strategic actions applied in digital media (internet and mobile technologies), to win and retain customers, increasing the company's market share. The main discussion in post-purchase behavior is assessing the cognitive adequacy of the solution chosen in the purchase of a product/service concerning an initial problem, especially when the consumer believes has been deceived. The research problem was: how can post-consumer behavior influence marketing strategies on social media? The Scup tool used as a data collection procedure for surveying social media mentions about AliExpress. As a result, after applying the filter described in the procedures, we obtained 71 records (N = 71) collected in the period from October 29, 2015, to November 4, 2015, which reflect the behavior of the consumer about the post-purchase process. The result of the popularization of social networks has changed the relationship between companies and their publics. In the past those relations was processed through official customer service channels, today is via social networks, where customers expose their positive or negative opinions about product or service purchased by a particular company. Retailers like AliExpress need to improve customer experience throw social media.

Influences of price, service convenience, and social servicescape on post-purchase process of capsule hotels

ABSTRACTA capsule hotel is a new affordable type of hotel that attracts backpackers and young tourists. This study proposes a research model to verify the influences of perceived price, service convenience, and social servicescape on functional and experiential values, and then on repurchase intention and electronic Word-of-Mouth (eWOM). Research results show that tourists’ perceived price and service convenience affect functional value. Service convenience and social servicescape influence experiential value. Functional value and experiential value encourage guests to repurchase capsule hotels and share positive eWOM. This study aims to inspire research interest in capsule hotels and to provide practical implications for hotel operators.

How Customer Expectations Become Adjusted After Purchase

ABSTRACTAdjusted expectations play an important role in the post-purchase process. By considering the changes in individual-level expectations in the post-purchase period, this study examines the moderating effects of the level of online shopping habit on the links between adjusted expectations and their antecedents. The study proposes a theoretical model by integrating the expectancy disconfirmation model and customer value dimensions to compare the factors affecting adjusted expectations between the low and high online shopping habit. The results indicate that the effects of expectancy disconfirmation on adjusted expectations are stronger for the high-habit group than for the low-habit group. Further, the level of online shopping habit moderates the links between customer value dimensions and adjusted expectations. Specifically, factors such as confidence benefits and perceived price are associated with adjusted expectations for the low-habit group. In addition, for the high-habit group, perceived equity has a positive influence on adjusted expectations, and perceived sacrifice has a negative impact. These findings provide a better understanding of how customer expectations change, and can assist practitioners in developing more effective online business strategies.

The Influence of Negative Surprise on Hedonic Adaptation

After some time using a product or service, the consumer tends to feel less pleasure with consumption. This reduction of pleasure is known as hedonic adaptation. One of the emotions that interfere in this process is surprise. Based on two experiments, we suggest that negative surprise – differently to positive – influences with the level of pleasure foreseen and experienced by the consumer. Study 1 analyzes the influence of negative (vs. positive) surprise on the consumer’s post-purchase hedonic adaptation expectation. Results showed that negative surprise influences the intensity of adaptation, augmenting its strength. Study 2 verifies the influence of negative (vs positive) surprise over hedonic adaptation. The findings suggested that negative surprise makes adaptation happen more intensively and faster as time goes by, which brings consequences to companies and consumers in the post-purchase process, such as satisfaction and loyalty.

The layers of relational communication in evaluating health care services

Purpose – This study aims to determine communication factors in various social settings that influence a comprehensive evaluation process ranging from information search before selecting a service organization to a service value assessment after using healthcare services. Design/methodology/approach – An empirical study using structural equation modeling tests the relationships among factors of the social environment in pre- and post-consumption evaluations with a sample of over 400 outpatients. Findings – The results indicate that service value evaluations are influenced by health-related communications with family before being diagnosed, opinions from family and friends in the decision-making process and interaction with other patients after choosing a hospital. The level of evaluation is mediated by how willing consumers are to exchange thoughts and ideas with others. Research limitations/implications – Future studies could consider the differences in gender and culture, and include more various resources such as patients from different hospitals and geographical areas for better generalizability. Practical implications – The paper identifies the importance of understanding how social relationships are involved in creating satisfied customers who will be loyal, generate good news and recommend services to others. The findings are conducive to planning and executing public relations strategies throughout the pre- and post-purchase process. Originality/value – Unlike the previous research that focused on service provider-oriented factors influencing customer satisfaction, the study investigates the effect of consumer-oriented social elements on service value evaluation to extend the horizon of public relations planning.

The Effect of Time Pressure on Choice and Postpurchase Processes

There has been little investigation of how time pressure affects the postpurchase process. While much research has found that time pressure affects the decision making process, this study examines both processes as a whole. An experiment finds that time pressure changes how product attributes are processed as well as one’s confidence in product choice. In the postpurchase process, time pressure affects causal inferences of product outcomes, which in turn affect the attitude toward the chosen product.

The Influence of UGC on Consumers’ Information Process on Service Failure

This study explores the influence of user-generated content (UGC) on consumers’ post-purchase information process when a service failure occurs. Fairness theory, which regards counterfactual thinking (CFT) and judgments of blame as two key constructs in processing negative experiences, is applied in this study. In a scenario-based experimental study, the presence of UGC (positive, negative, or not presented), and the transaction medium (online or offline) were manipulated. This study contributes to current literature on UGC with the aspect of service failure that is rarely discussed. It also adds to the literature on fairness theory, which has primarily focused on the offline contexts. Results are further explored in the article.

Technology, Convenience and Consumption

Technology is having a dramatic impact on everything from the pre-purchase to post-purchase process in virtually all areas of the hospitality, travel and tourism sectors. This article examines how technological advances are likely to impact the consumption process. It further looks into how technology and marketing have the potential to improve customer service and bring dollars to the bottom line. The article identifies five overriding “driving forces” which support the changes technology offers. It further suggests five key criteria technology must meet to be embraced by marketing and operations. Finally, it provides implications for marketing, operations, and the consumer.

Consumer Decision Making and Altered States of Consciousness: A Study of Dualities

This article examines verbalizations by consumers in a hypnotized state versus when they are not hypnotized for indications of a duality of consciousness in decision making. The analysis uses the transcripts from 166 in-depth interviews about need recognition, information search, alternative evaluation, purchase, and post-purchase processes to conduct a multivariate analysis of the co-occurrence of rational and intuitive mental states. The findings indicate that when under hypnosis consumers verbalize their decision making differently and provide more emotional explanations than when they are not hypnotized.

“I can't get no satisfaction:” The impact of personality and emotion on postpurchase processes

Emerging theory and empirics in personality psychology have related enduring traits with transient affective experiences or states. The research reported in this article integrates these findings with recent consumer research models linking consumption-based emotions with consumer satisfaction and postpurchase behaviors (including complaints, recommendations, and repeat purchase intentions). Our results support a model relating broad, fundamental personality traits to specific consumer behaviors via mediating affective experiences. These findings may help identify consumer segments inclined toward satisfaction or dissatisfaction, and consequently, toward loyalty, word of mouth, and complaining. Further, they suggest a general approach for relating broad traits to specific behaviors by incorporating mediating processes. © 1997 John Wiley & Sons, Inc.

?I can't get no satisfaction:? The impact of personality and emotion on postpurchase processes

Emerging theory and empirics in personality psychology have related enduring traits with transient affective experiences or states. The research reported in this article integrates these findings with recent consumer research models linking consumption-based emotions with consumer satisfaction and postpurchase behaviors (including complaints, recommendations, and repeat purchase intentions). Our results support a model relating broad, fundamental personality traits to specific consumer behaviors via mediating affective experiences. These findings may help identify consumer segments inclined toward satisfaction or dissatisfaction, and consequently, toward loyalty, word of mouth, and complaining. Further, they suggest a general approach for relating broad traits to specific behaviors by incorporating mediating processes. © 1997 John Wiley & Sons, Inc.

Product/Consumption-Based Affective Responses and Postpurchase Processes

The author examines consumer affective responses to product/consumption experiences and their relationship to selected aspects of postpurchase processes. In separate field studies of automobile owners and CATV subscribers, subjects reported the nature and frequency of emotional experiences in connection with product ownership and usage. Analysis confirms hypotheses about the existence of independent dimensions of positive and negative affect. Both dimensions of affective response are found directly related to the favorability of consumer satisfaction judgments, extent of seller-directed complaint behavior, and extent of word-of-mouth transmission.

Product/Consumption-Based Affective Responses and Postpurchase Processes

Product/Consumption-Based Affective Responses and Postpurchase Processes

Post-Purchase Consumer Processes and the Complaining Consumer

This paper addresses the issue of post-purchase processes of consumers who complain about purchase experiences. Hypotheses about complaining consumers' satisfaction or dissatisfaction with organizational response and their subsequent repurchase behavior are proposed and empirically tested using data from consumers who complained to a major oil company.