Impact of post purchase experiences on customer loyalty: an empirical investigation

Abstract

The experiences of a customer during the purchase process definitely determine the level of satisfaction/dissatisfaction for the product or service. The towering competition the market place persuaded the marketers for managing the customer interaction even before making their decisions. This view would be more significant in the case of high involvement products such as automobiles. Automobile industry shows extensive competition and every player comes with innovative strategies for acquiring as well as retaining its customer base. Recent marketing thinkers suggested that customers are the most influential advertising weapon in the modern world because they have to negotiate the product with new customers. They might feel that they are not cheated by anyone in the sales channel and should get enough supports even after the purchase of the product. This study becomes important as customers evaluate their post purchase experiences as a criterion for recommending an automobile to their near and dear. The data were collected among the customers of medium segment cars in Kerala and the results of the study states that customers purchase experiences significantly influences post purchase customer loyalty.