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The Effect of Postpurchase Communication on Customer Satisfaction
Ward, Robert; Turley, Darach
To most practitioners, effective marketing has invariably meant "looking after the customer". However, attention is being increasingly directed at the preposition in this expression. " Looking after the customer " is more than ever a matter of "looking to the customer afterwards". Customer aftercare can take many forms, from courtesy phone calls to special client get-togethers. It seems reasonable to suppose that each form may have a characteristic impact on customer satisfaction. This article examines one particular form of consumer aftercare, postpurchase written communications. It investigates whether letters sent by a PC retailer to a sample of recent purchases increased levels of customer satisfaction. In addition, two different message formats were used to see whether neutral " congratulatory" letters might have a different impact from letters that included an additional promotional element. The study finally sought to ascertain whether the increase/decrease in satisfaction caused by these letters accrued primarily to the retailer who sold the durable or to the brand of PC purchased.
Keyword(s): postpurchase communication; follow up; effective marketing; customer aftercare; customer service; Marketing
Publication Date:
1996
Type: Journal article
Peer-Reviewed: Unknown
Institution: Dublin Institute of Technology
Citation(s): Articles
Publisher(s): Dublin Institute of Technology
File Format(s): application/pdf
First Indexed: 2009-11-23 16:23:11 Last Updated: 2017-12-14 06:46:23