AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
1. Know the processes that occur after the purchase, and how these processes affect marketing strategy.
2. Recognize that it is important for marketers to know how consumers actually use and dispose of a product.
3. Understand how consumers evaluate a product's performance, and what dimensions of performance are important in this evaluation process.
4. Know what alternative actions are available to consumers when dissatisfaction occurs and why it is important to minimize customer dissatisfaction.
5. Understand the nature of consumer complaint behavior and its implications for marketing strategy. Understand the relationship between customer satisfaction, repeat purchases, and customer commitment or brand loyalty; and the implications these concepts have for marketing strategy.