Читать книгу NEUROMARKETING - Branislav R. Tanasic - Страница 19

After the purchase is made, the consumer may be satisfied or dissatisfied, rarely indifferent towards the purchase made, which directly affects his buying behavior. The content of satisfaction is a product of the relationship between consumer expectations and the delivered value of the product/service. What is the gap between the expectations and the performance of the larger purchased, is the greater dissatisfaction of consumers (Kotler & Armstrong, 2012: 154). For companies, it is extremely important to buy a bargain, because after purchasing the buyer changes status, it becomes a part of the "mouth to mouth" or oral propaganda into which it incorporates its view of the product, and passes on as a personal experience of the quality of the purchase.