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The Effect of Postpurchase Communication on Customer Satisfaction |
Ward, Robert; Turley, Darach
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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.
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Keyword(s):
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postpurchase communication; follow up; effective marketing; customer aftercare; customer service; Marketing |
Publication Date:
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1996 |
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Type:
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Journal article |
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Peer-Reviewed:
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Unknown |
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Institution:
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Dublin Institute of Technology |
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Citation(s):
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Articles |
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Publisher(s):
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Dublin Institute of Technology |
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File Format(s):
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application/pdf |
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First Indexed:
2009-11-23 16:23:11 Last Updated:
2017-12-14 06:46:23 |
