Ch 19: Consumer Behavior & Customer Satisfaction

About This Chapter

We've all been customers--now it's time to review what makes a customer tick. In this chapter you will examine consumer behavior theory, marketing methods, and the relationship between customer service and satisfaction.

Consumer Behavior and Customer Satisfaction - Chapter Summary

In this engaging lesson, you can learn all about consumers: what underlies consumer behavior; how can you effectively market to your target audience; what drives your customers' decision-making processes; how do you keep your customers satisfied; how do you know if they're satisfied. Our business professionals present all of this and more in this chapter. By the time you have finished, you will be able to:

  • Understand consumer behavior theory
  • Explain marketing strategy
  • Understand what drives customer decisions
  • Define customer satisfaction and provide examples
  • Describe how to measure and analyze customer satisfaction
  • Explain the relationship between customer service and customer satisfaction

The lessons in this chapter are presented in various formats, and there is certain to be one that is right for you. You may read the transcripts, watch the videos, or just use the self-check quizzes. Track your progress on your Dashboard to see how your learning is progressing.

5 Lessons in Chapter 19: Consumer Behavior & Customer Satisfaction
Test your knowledge with a 30-question chapter practice test
Consumer Behavior Theory and Marketing Strategy

1. Consumer Behavior Theory and Marketing Strategy

Marketers use consumer behavior theory to create marketing strategies that target the consumer buying process. Learn how to define consumer behavior, how it impacts marketing strategies, and how the 4Ps of marketing--product, price, promotion, and place--are applied.

Understanding the Consumer Decision-Making Process: A Marketing Must

2. Understanding the Consumer Decision-Making Process: A Marketing Must

Consumers move through a predictable 5-step decision-making process as they decide to make a purchase. Explore how understanding the consumer decision-making process is an important element and a must-have in developing an effective marketing plan.

What is Customer Satisfaction? - Definition & Examples

3. What is Customer Satisfaction? - Definition & Examples

Businesses use customer satisfaction to measure how effectively they are meeting customer expectations regarding products and services. Learn about specific examples of customer satisfaction, including different tools and surveys used to measure it.

Methods for Measuring Customer Satisfaction

4. Methods for Measuring Customer Satisfaction

In the broad sense, happy customers make for a happy business. Discover how to measure and maintain customer satisfaction through surveys or questionnaires, existing data, and face-to-face observations.

Relationship Between Customer Service & Satisfaction: Levels & Examples

5. Relationship Between Customer Service & Satisfaction: Levels & Examples

Good customer service and customer satisfaction go hand in hand, where a happy customer is one that receives smooth, friendly service. Explore the relationship between customer service and satisfaction, learning the various levels and examples of service.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
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Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
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