Customer experiments: How customers conduct at-home experiments to examine and evaluate purchased products
Type
conference paper
Date Issued
2021-10-15
Author(s)
Abstract
How do customers evaluate purchased products? Prior research assumes that customers compare perceived actual performance with expected performance, resulting in customer satisfaction or dissatisfaction. While customer satisfaction and its influencing factors (e. g., customers’ mood, the form of communication, or the experienced variety of product usage) have been extensively studied, the process of how customers evaluate purchased products remains understudied. Using qualitative interviews and netnography, we study customers who make great efforts to evaluate purchased products in four product categories (self-care products, household items, food & beverages, consumer technology). We find that certain customers draw on five different types of experiments to examine and
evaluate purchased products in a quasi-scientific way. We contribute to consumer research and marketing by mapping evaluative processes that lead to customer satisfaction/dissatisfaction.
evaluate purchased products in a quasi-scientific way. We contribute to consumer research and marketing by mapping evaluative processes that lead to customer satisfaction/dissatisfaction.
Language
English
HSG Classification
contribution to scientific community
Event Title
Swiss Academy of Marketing Science Conference
Event Location
Lucerne
Event Date
15.10.2021
Eprints ID
264609
File(s)![Thumbnail Image]()
open.access
Name
Programme SAMS Conference 2021.pdf
Size
480.29 KB
Format
Adobe PDF
Checksum (MD5)
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