Impact of deliverance commitment on post-purchase evaluation: A case study of

telecommunication sector

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Post Purchase Evaluation ii
TABLE OF CONTENTS


INTRODUCTION ........................................................................................................................................ 1
LITERATURE REVIEW ............................................................................................................................. 3
Deliverance Commitment and Post Purchase Behavior ....................................................................... 3
Customer Retail Experience.................................................................................................................. 5
Purchasing Complexity ......................................................................................................................... 6
Customer satisfaction ............................................................................................................................ 7
REFERENCES ............................................................................................................................................. 9
Post Purchase Evaluation 1
INTRODUCTION

The evaluation of post purchase is mostly conceptualized as an assessment between the
actual experiences with a specific services or good and the pre-purchase expectations for the
performance of the product. Therefore, the above scenario provides a suggestion that
performance information is forgone alternatives might have a substantial impact on the post
purchase evaluation and in a consequent manner, the post choice behavior and attitudes of the
buyer. This shall be accomplished by an explicit model which affects the information regarding
the forgone performance alternatives on post purchase evaluation of the buyer for choosing a
brand. For this purpose, the model of Boulding et al. (1993) has implicitly considered the effect
of the missed alternatives in a concept of should expectations. Furthermore, this approach
introduces a parsimonious and a new way for looking at the satisfaction which incorporates the
stream of research on the post purchase evaluation with a research on the generally expected
theory of utility (Jeffrey, James and Jianmin, 1997).
Managers of the marketing department are highly aware and are mostly interested in the
obtaining greater understanding which has an influence of the behaviors after the purchase is
made; this includes bringing the consumers back for making more purchases. Services account
for almost 75% of employment and 71% of the GNP (Gross National Product) in US (Smeltzer
and Jeffrey, 2002). There has a research which was carried out by the CAPS Research and it
suggested that cross-section of almost 116 big companies, over half of purchases in dollars (fifty
four per cent) were expended on the service (Smeltzer and Jeffrey, 2002). In a consequent
manner, the departments of purchasing have become highly involved with purchase of services.
Post Purchase Evaluation 2
As the department of purchasing started to provide greater consideration to services
purchasing, it can be assumed that the purchasing services is highly important as the materials to
be purchased or there are any differences associated to it. Is a single kind of purchase highly
complex in comparison to the other (Smeltzer and Jeffrey, 2002)? If the services of purchase are
different from the materials of purchasing, there are certain implications that exist for the
curriculum level opinion, practices of purchasing management and future agendas of research.
Post-purchase behavior is known to comprise of a number of steps where the customers
make comparison between their expectation for perceiving reality, experiences is consequently
satisfying or dissatisfying and act in such a way that it is influenced due to the dissatisfaction or
satisfaction (Mary, Gilly and Betsy, 1982). Under which circumstances the consumers are mostly
satisfied with the brand they choose and the ones they turn down which were their other
alternatives. The theory of regret has been introduced as the first theoryfor taking economic
decisions offers help for explaining an irrational decision (Bui, Krishen and Bates, 2011). During
the recent times, the researchers of marketing make use of greater insight for the behaviors of
consumption. For instance, regretting the surface both is part of an inclination for observing the
exemplary and model for motivational procedure (Bui, Krishen and Bates, 2011) based for
reducing the risk. Watson and Spence (2007) discussed the regrets based on the coping strategies
of post purchase from the perspective of the consumer emotions (Bui, Krishen and Bates, 2011).
This paper has a focus on the impact that deliverance commitment has on the post
purchase evaluation in the telecommunication industry.
Post Purchase Evaluation 3
LITERATURE REVIEW

This chapter of the proposal provides relevant literature on the topic impact that
deliverance commitment has on post-purchase evaluation.

Deliverance Commitment and Post Purchase Behavior
The post-purchase behavior is reviewed for the research as succession of steps where the
customers compares their perceived reality to the expectations they have, experiences the
consequent satisfaction or dissatisfaction and act in such a way that it influences the
satisfaction/displeasure (Mary, Gilly and Betsy, 1982).The results that are obtained from the
process of expectations performance for the comparison is not at all satisfactory, consumers
might decide to complain; depending on the expectations regarding the complaints will be
achieved (Mary, Gilly and Betsy, 1982). The responses of company to a complaint shall be
assessed on the basis of the consumers expectation with a response to the complaint. Therefore,
the extent of satisfaction or displeasure with a complaints responses combine with past
satisfactions and dissatisfactions and are concerned with the product which produces some
degree of consumers dissatisfaction or satisfaction with a complete outcome of purchase.
Since the entire post purchases feelings have an effect on the behavior of repurchase,
some of the relations shall be predictable between the emotional state regarding the complaint
responses and the repurchase likelihood. The presented paradigm and tested is the entirely a
special idea that the expectations and an extent to which they meet the influences their
satisfaction or displeasure. A sufficient amount of literature has been written in this subject or
Post Purchase Evaluation 4
area and there are various researches which led to varied conclusions, each has founded some
kind of linkage between all these elements.
Guzzo (1980) has characterized a broader paradigm as a theory of discrepancy. They note
that every variationhasa greater support empirically, but none of the variations are there to
dominate as an explanation of consumer satisfaction dynamics. However, each of the
gratification or displeasure functions as the extent of inconsistency between actual results and the
expectations (Mary, Gilly and Betsy, 1982). Spector's work (1956) have provided support to the
idea of the contrast theory which has a major difference in the expectations and the recital leads
the customers to enlarge gaps due to the revelation effect that encounters an unforeseen
differences. Cardozo (1965) hascreated expectations that are pertinentto a study which supports
the contrasts theory where the lower purchase levelefforts are needed. Olshavsky and Miller
(1972) decidedthat differences between the results and expectations has been lessened by
consumers or it assimilates the decreased dissonance (Mary, Gilly and Betsy, 1982).
There are other theories which are concerned with the comparison of performance and
expectations process and predict (1) any dis-confirmation of the anticipated results shall be
apparent as a low sustaining in comparison to the confirmation and (2) performance differs just
somewhat from the expectation which inclines to result in the product perception movement
towards the expectations while the greater variances are exaggerated (Joung, 2013). These are
major theories which that shares a single element which links the expectations of the results in
comparison to the satisfaction.
Furthermore, it offers support to the relationships which are accessible by work of
Trawick and Swan (1979), who has abstracted expectations of 2 kinds: (1) predictive and (2)
desired. They found that the desired expectations are a confirmation and results in the
Post Purchase Evaluation 5
satisfaction, while the predictive expectations mostly result in the indifferences. Westbrook
(1980) identified that the levels of satisfaction are associated with expectations which either
meets or exceeds for both his tested categories of product. This is a basis for the present study
and the entire theory of discrepancy. This basis is just relevant if the discrepancies do exists
because between what complaints of consumers expects from the process of complaining and
what do they receive in return (Bui, Krishen and Bates, 2011).
There are evidences of these kinds of discrepancies in the evidences of literature, the
expectations of the complaining consumers are highly important but they are usually unmet.
Kendall and Russ (1975) find a substantial difference in the responses of organization to the
complaints even within one of the industry. Resnik, Gnauck, and Aldrich (1977) have
determined that the retorts of the corporations to the complainers have caused lower rate of
gratification with provided responses. There are different researchers who have implicitly
highlighted a gap between what companies execute and what their consumers complains expects
from them; they have provided suggestions to bring the two of the close ones together (Laurette
and Menon, 2000).

Retail Experience of Customers
Pine and Gilmore (1998, p. 98, 1999) has comprehensively explained the experiences of
customers occurs when an organization uses intentionally the services at stage and the goods as
the supports for engaging the single consumer in such a way that it creates an event which is
memorable. In a context of retailing, it has been argued that the customers experiences consist
of the all-inclusive realms, such as the artistic and the diverting realms or education and
entertainment of realms. Another extensively accepted for determining the experiences of the
Post Purchase Evaluation 6
customers is to distinguish between the spending a contributory task and spending as act value
for the sake. This kind of division establishes in customer investigation conventional and is in
terms of the broader viewpoints (Hannu , Kuusela and Timo, 2013).
The viewpoint of utilitarianism for shopping is founded on assumptions that buyers por
customers are balanced solvers of problems who process the pertinent information regarding
shopping (Peter and Gary, 2013). A viewpoint of utilitarianism have stressed the function,
thinking which is product centric and the research has a major focus on the processes of
consumer decision making. The perspective of hedonic is highly interested in the consumer
behavior aspects which are connected to multi-sensory, emotive aspects and the fantasy of the
products experience (Peter and Gary, 2013).

Purchasing Complexity
Additionally, determining whether the differences prevail is highly important for
analyzing the purchasing level complexities in two kinds of purchasesclasses. As it has been
stated before; if one of the purchase types is highly complexes in comparison to the other,
employee rewards, staffing and the systems of employee evaluation must reflect the differences.
The differences between two of the categories might necessitate the separate development in
trainings curriculums for the service and material purchases. The theoretical propositions argued
that the differences exists between the products and services purchased, theoretical arguments
have suggested that making purchases of the services is highly complex in comparison to th e
materials purchases (Smeltzer and Jeffrey, 2002).
Complexity of purchases is often casted with a risk framework. Most of the researchers
have argued that the complexity of the increase in the process of purchase upsurges the risk of
Post Purchase Evaluation 7
acquiring company. For example, West (1997) acknowledged to the fact that the facilities have
higher risk. Gould (1988) also asserted and acknowledged that there is a greater risk attached
with services due to high complexity. There are not many systems of formal services present and
the buyers are made to trust on the peer endorsements and an encouraging Word of Mouth
(WOM).
The experiences of customer retails are linked closely together with marketing
experiences that is verified by strategies which are used by delivering the experiences of
customers. Schmitt (1999) have proposed four keys the characteristics of experience marketing.
The firms must have a focus on the experiences of the customers in contrasting to narrows down
the focus on the features of the function and the benefits of the conventional marketing.
Consumption must be understood as an experience that is holistic where the products are utilized
as an input resource for fitting in certain a situation of consumption. Consumers are not just
cognitive or rational makers of decisions, but they are driven by different emotion such as
experience that can be further characterized by the fun, feelings and fantasies pursuit (Smeltzer
and Jeffrey, 2002).

Customer satisfaction
The paradigm of disconfirmation shows that the satisfaction creates a comparison amid
the expectations and the performance (Miguel and Javier, 2007). Oliver (1999) highlighted a
definition which is based on whatever consumers do and not on its spiritual meaning. Therefore,
the gratification has been defined as a contentment of pleasure. The sense of consumers that the
consumption fulfills certain needs, goals and desire and this fulfillment is mostly agreeable.
Consequently, the gratification is a sense of consumers that provides the outcomes in a standard
Post Purchase Evaluation 8
of desire and anger. This is a view of satisfaction which has a reflection on the nature of
cognition and also on the affective nature. This is a point of view, which has a higher level of
emotional reaction which is made on a gradual basis as relation grows (Miguel and Javier,
2007). The satisfaction level is obtained by the customers and therefore there is a health signal of
relationship.


Post Purchase Evaluation 9
REFERENCES

Hannu S., Hannu K. and Timo R., (2013), Facilitating customers post-purchase food retail
experiences, British Food Journal, Emerald Group Publishing Limited, pp. 653-665.
Hyun-Mee Joung, (2013), Materialism and clothing post-purchase behaviors, Journal of
Consumer Marketing, Emerald Group Publishing Limited, pp. 530537.
James H. Donnelly, Jr. and John M., (1970), Post-Purchase Reinforcement and Back-Out
Behavior, Journal of Marketing Research, American Marketing Association, pp. 399-400.
Jeffrey I., James S. and Jianmin Jia, (1997), A Generalized Utility Model of Disappointment and
Regret Effects on Post-Choice Valuation, Marketing Science, Vol. 16, INFORMS, pp.
97-111.
Larry R. Smeltzer and Jeffrey A. Ogden (2002), Purchasing Professionals Perceived Differences
between Purchasing Materials and Purchasing Services, The Journal of Supply Chain
Management: A Global Review of Purchasing and Supply, Institute for Supply
Management, Inc., pp. 54-69.
Laurette D., and K. Menon, (2000), Multiple roles of consumption emotions in post-purchase
satisfaction with extended service transactions, International Journal of Service Industry
Management, MCB University Press, pp. 287-304.
Mary C. Gilly and Betsy D. Gelb, (1982), Post-Purchase Consumer Processes and the
Complaining Consumer, Journal of Consumer Research, The University of Chicago
Press, pp. 323-328.
Miguel A. Moliner, Javier Sanchez, et.al., (2007), Perceived relationship quality and post-
purchase perceived value, European Journal of Marketing, Emerald Group Publishing
Limited, pp. 1392-1422.
Post Purchase Evaluation 10
My Bui, A. S. Krishen, K. Bates, (2011), Modeling regret effects on consumer post-purchase
decisions, European Journal of Marketing, Emerald Group Publishing Limited, pp. 1068-
1090.
Peter D. Clarke, Gary M., (2013), Self-gifting guilt: an examination of self-gifting motivations
and post-purchase regret, Journal of Consumer Marketing, Emerald Group Publishing
Limited, pp. 472483.