From Asia Research Q2-2016 (part of article)
Over the decades, customer satisfaction research has evolved to incorporate a better understanding of customer loyalty so that corporations can predict how sustainable their customers. In the 1990s and 2000s, new customer loyalty models were developed that no only examined satisfaction but also the ability or likelihood of customers to switch to alternative suppliers or brands.
Good examples of the satisfaction and loyalty mismatch can be found in the banking sector, where people can dissatisfied with their bank but find switching bands to be too much hassle. Thus, bands can depend on future business even from customers who closures, In contrast, people might be very satisfied with their Kokia mobile phone, but then Apple comes along with something better, and thereafter Samsung outsmarts them all.
Decision Journey Mapping Model : to examine discreet stages of the consumer decision journey. The model comprises the stages "Consideration", "Evaluation", "Buying" and Experience
In case study presented, some brands were shown to be stronger at the consideration stage but weaker at the buying stage, for example by not providing the prospective customer with enough information at the latter stage. Such an omission is clearly a major flaw that impacts sales conversion rates.
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