Chapter Deep-Dive Summary Sheet
1. Big Idea
Post-purchase evaluation shapes satisfaction, loyalty, complaint behaviour, and disposal. Digital marketing extends the journey through awareness, appeal, ask, act, and advocacy.
2. Exam Focus
Know satisfaction, expectancy-disconfirmation, desires model, fairness, dissatisfaction responses, product disposition, 5As, and customer journey. Questions often ask what happens after purchase.
3. Key Concepts
Core terms include post-purchase satisfaction, expectations, performance, confirmation, positive disconfirmation, negative disconfirmation, fairness, complaint behaviour, exit, voice, loyalty, product disposition, 5As, and customer journey.
4. Core Framework
Compare expectations with perceived performance, interpret the fairness of the outcome, predict satisfaction or dissatisfaction, then trace whether the consumer complains, repurchases, disposes, or advocates.
5. Marketing Example
A food-delivery app can recover from service failure by apologising, refunding fairly, offering credits, and encouraging the customer to return to the journey rather than exit.
6. Common Confusions
Satisfaction is not only product quality. It depends on expectations, perceived performance, fairness, emotions, and available responses after dissatisfaction.
7. Active Recall Prompts
Practise these.
- •What is negative disconfirmation?
- •How can a dissatisfied consumer respond?
- •How do the 5As describe a digital customer journey?
8. 15-Minute Review Plan
Draw the expectancy-disconfirmation model, apply it to one failed service experience, then map one brand through the 5As.