COMMERCE 2MA3 Lecture Notes - Lecture 13: Tim Hortons

• School: McMaster University
• Department: Commerce
• Course: COMMERCE 2MA3
• Professor: Bharat L Sud

Document Summary

There are pattern of behaviours tied to life events. An example is having tim hortons every morning, or brushing your teeth, or special holiday rituals. Marketers hope to create satisfied customers who become loyal, purchase again, and spread positive word-of-mouth. If customers are dissatisfied, the exact opposite can take place. Dissatisfied customers are more likely to post reviews online. There are three main outcomes, which are customer satisfaction, post-purchase dissonance and customer loyalty. Customers can be satisfied and companies can influence that by providing better service, better quality products and have feedbacks. Brands can actually control the outcomes of their products. Post-purchase dissonance is when customers second-guess their choices after buying a product or service. Customer loyalty is when customers return and buy more products. Negative word-of-mouth and rumours can be very damaging. The internet is an effective way to spread negativity. Either pick all the comments and respond or pick none of them.