Customer Expectations

“My mom shopped here last month and got free shipping.”

• word of mouth

• individual needs

• past experience

• promotion

“I need this by Monday at the latest.”

• word of mouth information

• past experience

• promotion

• individual needs

“Your website indicated I would receive free installation if I spent $300 or more.”

• promotion

• word of mouth information

• past experience

• individual needs

“The last time I shopped here the salesperson showed me exactly how to use this product.”

• past experience

• word of mouth information

• individual needs

• promotion

“I received 24-hour customer care for the computer I bought down the street a few years ago.”

• individual needs

• word of mouth information

• promotion

• past experience

“I can only make this purchase if you can help me with financing.”

• individual needs

• past experience

• promotion

• word of mouth information

“I heard on the radio that you offer free routine maintenance on all your used cars.”

• promotion

• individual needs

• past experience

• word of mouth information

“My friend had a hard time understanding the warranty she got here.”

• word of mouth information

• past experience

• promotion

• individual needs

“Your newspaper ad said this product had a money-back guarantee. Is that true?”

• word of mouth information

• promotion

• individual needs

• past experience

“I want to make sure this product wasn’t tested on animals.”

• individual needs

• promotion

• past experience

• word of mouth information