Consumer Chasing Behavior- a New Perspective of How Consumer Satisfaction/Dissatisfaction Influnces Their Ultimate Loyalty to a Brand

In the literature of research on satisfaction, few studies have integrated the whole process from the antecedents of satisfaction to the consequences of satisfaction and then to ultimate brand loyalty. In this paper the concept proposed is Consumer Chasing Behavior. It seems to be irrational, but some of factors triggering it could be examined. Applying this concept to practice through a proper way arousing Chasing Behavior could be an efficient marketing tool to obtain ultimate loyalty of consumers. This implication suggests there are doubts to the generally accepted marketing idea that high consumer satisfaction is always the goal all companies should pursue.

Citation:

Hang Shen, Ye Tian, and Martin Liu (2011) ,"Consumer Chasing Behavior- a New Perspective of How Consumer Satisfaction/Dissatisfaction Influnces Their Ultimate Loyalty to a Brand", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 178-180.