Creating Value and Satisfying Customers

The latest insights from consumer psychology
60 minutes
Tuesday July 23, 2013 1:00 PM EDT

Of all the ways consumers react to firm's offerings, perceptions of value and feelings of satisfaction are among the strongest determinants of actual purchase behaviour. Yet firms frequently miss out on simple things they can do to maximize these reactions because they don’t fully understand what these concepts mean to consumers.

By exploring the psychology of these judgments, this presentation aims to provide managers with important insights about how they can better create perceptions of value and increase the chances of successfully satisfying their customers.

In this free 60-minute webinar, Professor Ashworth will discuss what value means to consumers and offer some simple strategies to increase perceptions of a product’s value. He will also discuss the psychological basis of feelings of satisfaction, how these judgments relate to perceptions of value, and provide a simple framework that firms can use to help make sure that they are satisfying and even delighting their customers as well as avoid those things that lead to the opposite: dissatisfaction and customer outrage.

You will learn about:

  • The psychology of perceptions of value and feelings of satisfaction
  • Simple strategies for increasing consumers’ perceptions of a product’s value
  • A framework to help firms identify sources of satisfaction and delight and avoid dissatisfaction and outrage.

This presentation will be of use to anyone involved in B2C marketing, whether that be in frontline sales or at a more strategic level.

Following our presentation will be a period dedicated to Q&A with our speaker, aiding in real world application of theoretical concepts.

Smith School of Business

Goodes Hall, Queen's University
Kingston, Ontario
Canada K7L 3N6

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