NEZADOVOLJSTVO KAO OBLIK POSLIJEKUPOVNOG VREDNOVANJA I RAZVIJANJA ODNOSA SA POTROŠAČIMA
DISSATISFACTION AS A FORM OF AFTER PURCHASE VALUATION AND DEVELOPMENT OF THE RELATIONSHIP WITH CONSUMERS

Author(s): Marina Guzovski, Mirjana Nedović Čabarkapa, Katarina Vucko
Subject(s): Socio-Economic Research
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: consumer behavior; dissatisfaction; post-purchase evaluation; consumer retention; marketing;
Summary/Abstract: Making a purchase decision for a consumer is an important process that includes a series of sub-processes from realizing a need, searching for the necessary information, evaluating alternatives based on the collected information (choices) and purchasing a specific product or using a specific service. In the very process of making a purchase decision, the consumer forms his expectations, which in the post-purchase process, as the last phase of the purchase process, he evaluates and expresses his satisfaction or dissatisfaction with the choice among all the other alternatives he had to choose from. Post-purchase dissonance represents the difference between consumer expectations and choices in the purchase process. If the difference is greater in the post-purchase process itself, there is dissatisfaction expressed by the customer through negative communication, giving up future purchases or complaints. In response to consumers' reactions to dissatisfaction, and in order to retain existing consumers and maintain loyalty, companies use various marketing strategies and techniques such as: individualization of marketing, developing relationships with consumers, creating databases on expectations, i.e. feedback on product features, information on product use as well as guarantees and more. Applying an appropriate marketing strategy in the post-purchase period in the form of information and assistance, application and way of using the purchased product, about guarantees, additional services with the purchased product are just some of the ways to increase consumer satisfaction. The paper presents the results of research on consumer reactions to dissatisfaction (forms, frequency of expression, etc.) towards the seller, manufacturer or some other legal institution, and the success of turning dissatisfaction into satisfaction and retaining consumers.

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