The Effect of Postpurchase Communication on Customer Satisfaction

To most practitioners, effective marketing has invariably meant "looking after the customer". However, attention is being increasingly directed at the preposition in this expression. " Looking after the customer " is more than ever a matter of "looking to the customer afterwards". Customer aftercare can take many forms, from courtesy phone calls to special client get-togethers. It seems reasonable to suppose that each form may have a characteristic impact on customer satisfaction. This article examines one particular form of consumer aftercare, postpurchase written communications. It investigates whether letters sent by a PC retailer to a sample of recent purchases increased levels of customer satisfaction. In addition, two different message formats were used to see whether neutral " congratulatory" letters might have a different impact from letters that included an additional promotional element. The study finally sought to ascertain whether the increase/decrease in satisfaction caused by these letters accrued primarily to the retailer who sold the durable or to the brand of PC purchased.