Customer satisfaction in the first and second moments of truth

• Purpose Almost everything consumers buy in a store has a package. At point of purchase, the first moment of truth, the package functions as a silentsalesman. Once the purchase is made, the product is consumed in the second moment of truth. The purpose of this paper is to create a betterunderstanding of how customers evaluate different aspects of the package in the first and second moments of truth.Design/methodology/approach An empirical investigation is conducted on how customers experience three different packages for everydaycommodities in the first and second moments of truth. Causal modeling is used to analyze the impact of different benefits of a package onto customersatisfaction and loyalty.Findings It was found that both benefits and attributes can have different roles in affecting customer satisfaction and loyalty in different parts of theconsumption cycle. Furthermore, the results show that there are significant differences for the impacts of customer satisfaction on loyalty in the firstmoment of truth compared to the second moment of truth.Practical implications By applying a consumption system approach, it is possible for managers to design a package that can attract customers inthe first moment of truth and at the same time create customer satisfaction in the second moment of truth.Originality/value The research shows that the role of certain benefits and attributes can be different in the purchase and use situation. Previously,this has been modeled separately but by operationalizing the first and second moment of truth in the same model the true effects of various benefitsand attributes can be identified

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Consumer behaviour

Consumer psychology

Consumption

Customer satisfaction

Packaging

Point of sale

Business Administration

Företagsekonomi

Publikations- och innehållstyp

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