Question

Find any concept from Chapter 14 in the textbook: Customer Satisfaction and Customer Relationships

Copy word for word how the text defines/describes/explains the concept

1. Give an example of how this concept has manifested itself in the ‘real world’ based on your own experience as an employee or a consumer
2. Explain why you believe your example is a faithful representation of your concept

Your example and explanation (parts 2 & 3 above) should be no more than 100 words

14-2a Sources of Expectations If purchase experiences are judged relative to expectations, it is important to understand expectations. The source of expectations that consumers trust most is their own experience. The experience can be direct, as in the last time they shopped at a particular retail outlet, visited a particular coffee shop, saw their dentist, etc. Or the experience can be indirect, and then the experiences we draw from range along a continuum of similarity. For example, the beauty of franchises is that all the outlets in the chain are supposed to resemble each other. So, when visiting a coffee shop in another city that shares the brand of your favorite coffee shop near home, you project that the experience should be roughly the same. The overarch- ing brand is supposed to lend consistent expectations, and we benchmark the performance accordingly. Sources of Expectations Personal experience Friends’ advice Marketing info Third party, such as online ratings

Answer 1

1) The above mentioned topic based on the concept of customer satisfaction and customer relationships highlights the sources of expectations of consumers that lead to their satisfaction and establishment of strong relationship,

The post reflects on the fact that a customer is likely going to compare his purchase experience to that of the expectations set and his expectations in turn are also an impression of previous observation or feeling.

Therefore it becomes important for produce to analyse and understand these expectations so as to come up to them for maximizing the ultimate customer satisfaction which will help building an effective customer relationship.

2) This concept is pretty much evident in the customer purchasing behavior, in the real world and based on my experience I have witnessed and lived this ideology in real world

One such instance when my purchase expectations was directly based on the previous observations was , during an online shopping experience from a website which easily accepted my return offer with least discrepancies and I received my money back within just three days.

This purchsding experience build my ideology of expecting similar experience from the other shopping sites. Therefore when I purchased product from other website my experience dropped down drastically due to the delay which took place and the descrepancy faced while receiving money back which made me feel that the website did not come up to my expectations while in real the website had ensure best to meet my needs and has 5 day return policy. But on account of getting money back within just three days i started to look down on this website.

This is an example when my current expectations from that website was based on my previous observation or experience.

.

3) My example is a faithful representatiion of my concept because it perfectly shows how understanding the customer expectations which are majorly based on the previous or similar purchase experiences need to be understood by the seller so as to build a better customer relationship through enhancing the customer satisfaction. Moreover my example clearly shows how much influence the source of expectation puts on the actual purchase experience and hence how wary the seller needs to be in order to watch for these sources to understand what customers expect to provide them accordingly for example in case the 5 day policy which created discontent because of already experienced 3 day policy.

.

Thank dear student.. Good luck And God bless :)

Hope I explained well.. Please rate if satisfied :) that will be really encouraging. :)

Decrease the word count if found more by removing certain sentences :)

Keep up the good work :)