Chapter 2
Chapter 2
Chapter 2
Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
Related Literature
Foreign Literature
Especially for durable goods that are consumed over time, there
is value to taking a dynamic perspective on customer satisfaction.
Within a dynamic perspective, customer satisfaction can evolve over
time as customers repeatedly use a product or interact with a service.
The satisfaction experienced with each interaction (transactional
satisfaction) can influence the overall, cumulative satisfaction.
Scholars showed that it is not just overall customer satisfaction, but
also customer loyalty that evolves over time.[7]
Local Literature
Its not all about price, though, for Filipino shoppers. Loyalty is
still alive and well, with 89 percent saying that they would buy the
brands they regularly use, even if confronted with a promotional offer
from a competitive brand.
From the study, TNS has classified Filipino shoppers into six
categories. There is what is trademarked as Accepting Angels, the
come what may shoppers who are flexible enough to make do with
whatever is presented to them. Then there are Meticulous Mommas,
described as keen on detail, and looking for all the information they
can get before making the final purchase. Proud housewives who
value who they are but never forget their obligations as mothers to
their families are called the Power Pinays, while those contented
with casual yet guaranteed safe food that feeds the cravings of the
appetite are labelled No-Frills Seguristas. They are very concerned
about health and well being when they buy products. Considered
loyalists, they tend to stick with a brand they trust instead of trying
out new ones. (Bong R. Osorio, 2009)
Related Studies
Local Studies