Marketing Consumer Behavior: New Findings and Practitioners' Learning Scope

Running head: MARKETING CONSUMER BEHAVIOR
Marketing Consumer Behavior
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1MARKETING CONSUMER BEHAVIOR
Table of Contents
Introduction......................................................................................................................................2
A. Summary of the Article...............................................................................................................2
B. The Theoretical Foundations......................................................................................................3
C. Nature of the Research................................................................................................................4
D. Sample Size Considerations........................................................................................................4
E. Key Findings from the Research.................................................................................................4
F. ‘New’ Findings that Advance Knowledge..................................................................................5
G. Personal Opinion on the Findings...............................................................................................6
H. What Practitioners Can Learn and Apply...................................................................................7
Reference List..................................................................................................................................8
Bibliography....................................................................................................................................8

2MARKETING CONSUMER BEHAVIOR
Introduction
Consumer behavior in marketing is a systematic approach, which is followed by the
customers, while entering in any purchasing decision. This report will choose a particular
research article on the topic of marketing consume behavior. The summary of the article and its
theoretical foundation will be described in this report. Apart from that, the nature of research
including sample size and findings of the article will be evaluated in this report. The report will
also highlight the new findings and practitioners’ learning scope of the article.
A. Summary of the Article
Over the last decades, the association between customer satisfaction and customer loyalty
has been the most important and discussed subject in several articles related to marketing
literature. It was usually believed that high level of customer satisfaction ultimately leads to high
level of repurchasing intension. However, the evidences of this article have challenged this
marketing concept and indicated that it is not universally the case. Moreover, the article has
pointed out two types of deviations from the traditional customer satisfaction and repurchasing
relationship.
The evidences have explored that some customers want to leave the business relationship
despite of having high level of customer satisfaction. The factors affecting such behavior are
known as Escape Assistants. On the other hand, the article has also investigated the intension of
customers, where despite of having high level of customer dissatisfaction, some customers want
to stay in business or repurchase the products and services (Pollack 2014). The factors affecting
such behavior are known as Captured Assistants. The research article has also highlighted the