After reading Chapter 3 (images attached) , explain how functional attributes and psychological attributes determine the level of customer satisfaction in the post-purchase?Do all customers give the same importance to each attribute?Please explain.

characteristics, pricing, and delivery. Salespeople play a central role in 3-6 UNDERSTANDING gaining the buyer's commitment to the purchase decision and FP RF POSTPURCHASE in the subsequent negotia- RFP D RFP ORFP EVALUATION AND tions of the final terms. THE FORMATION OF 3-5e Phase RFP R SATISFACTION Seven-Selection of an Order Routine Research shows that buyers evalu- ate their experience with a product Once the supplier(s) has purchase on the basis of prod- been selected, details as- uct characteristics that fall into a sociated with the purchase two-factor model of evaluation decision must be settled. These as depicted in Figure 3.4.' The first details include delivery quantities, category, functional attributes, re- locations, and times along with return iConcept/Shutterstack.com fers to the features and characteristics that policies and the routine for reorders associated are related to what the product actually does or is with the purchase. For cases in which the purchase expected to do-its functional characteristics. These requires multiple deliveries over a period of time, the functional characteristics have also been referred to as routine for placing subsequent orders and making de- must-have attributes, features of the core product liveries must be set out and understood. Is the order that the customer takes for granted. These are the at- routine standardized on the basis of a prearranged tributes that must be present for the supplier or product time schedule, or is the salesperson expected to moni- to even be included among those being considered for tor usage and inventories in order to place orders and purchase. Consequently, they tend to be fairly common schedule shipments? Will orders be placed automati- across the set of suppliers and products being considered cally through the use of electronic data interchange for purchase by a buyer. Characteristics such as reliabil or the Internet? Regardless of the nature of the order ity, durability, conformance to specifications, competitive routine, the salesperson plays a critical role in facilitate pricing, and performance are illustrative of functional ing communication, completing ordering procedures, attributes. and settling the final details. Psychological at- tributes make up the two-factor model of 3-5f Phase Eight-Performance second general category. evaluation A postpurchase This category refers to evaluation process buyers use that evaluates a product purchase using Feedback and Evaluation how things are carried functional and psychological attributes. out and done between functional attributes The The final phase in the buying process is the evaluation the buyer and seller. features and characteristics that are of performance and feedback shared among all parties These supplier and mar- related to what the product actually for the purpose of improving future performance and ket offering characteris- does or is expected to do enhancing buyer-seller relationships. Research sup- tics are described as the must-have attributes ports that salespeople's customer interaction activities delighter attributes- Features of the core product that and communication at this stage of the buying process the augmented fea- the customer takes for granted. become the primary determinants of customer satisfac tures and characteris- psychological attributes tion and buyer loyalty. Consequently, it is critical that tics included in the total A category of product characteristics salespeople continue working with buyers after the sale. that refers to how things are carried out market offering that go and done between the buyer and seller. The salesperson's follow-up activities provide the critical beyond buyer expecta- points of contact between the buyer and seller in order tions and have a sig- delighter attributes The augmented features included in to ensure consistent performance, respond to and take nificant positive impact the total market offering that go care of problems, maximize customer satisfaction, cre- on customer satisfaction. beyond buyer's expectations and ate new value opportunities, and further enhance buyer- The psychological or de- have a significant positive impact on seller relationships. lighter characteristics are customer satisfaction. CHAPTER 3: Understanding Buyers 65