Strategies to offset dissatisfactory product performance: The role of post-purchase marketing
This research examines the role of post-purchase recovery initiatives in offsetting the negative effect of a dissatisfactory product experience. Experiment 1 explores the effect of counterfactual thinking, a mental simulation process of reflecting upon past events and generating alternative possible outcomes, on product evaluations after an individual experiences a negative purchase outcome. Experiment 2 builds on these findings and shows how customer surveys can be used as tactical tools to boost post-purchase product evaluations. The results indicate that post-purchase marketing efforts, such as customer surveys, can engage consumers in counterfactual thinking and positively affect their product evaluations.
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- Harris, Katherine E. & Grewal, Dhruv & Mohr, Lois A. & Bernhardt, Kenneth L., 2006. "Consumer responses to service recovery strategies: The moderating role of online versus offline environment," Journal of Business Research, Elsevier, vol. 59(4), pages 425-431, April.
- Choi, Sunmee & Mattila, Anna S., 2008. "Perceived controllability and service expectations: Influences on customer reactions following service failure," Journal of Business Research, Elsevier, vol. 61(1), pages 24-30, January.
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