Abstract Both practitioners and academics understand that consumer loyalty and satisfaction are linked inextricably. They also understand that this relation is asymmetric. Although loyal consumers are most typically satisfied, satisfaction does not universally translate into loyalty. To explain the satisfaction-loyalty conundrum, the author investigates what aspect of the consumer satisfaction response has implications for loyalty and what portion of the loyalty response is due to this satisfaction component. The analysis concludes that satisfaction is a necessary step in loyalty formation but becomes less significant as loyalty begins to set through other mechanisms. These mechanisms, omitted from consideration in current models, include the roles of personal determinism ("fortitude") and social bonding at the institutional and personal level. When these additional factors are brought into account, ultimate loyalty emerges as a combination of perceived product superiority, personal fortitude, social bonding, and their synergistic effects. As each fails to be attained or is unattainable by individual firms that serve consumer markets, the potential for loyalty erodes. A disquieting conclusion from this analysis is that loyalty cannot be achieved or pursued as a reasonable goal by many providers because of the nature of the product category or consumer disinterest. For some firms, satisfaction is the only feasible goal for which they should strive; thus, satisfaction remains a worthy pursuit among the consumer marketing community. The disparity between the pursuit of satisfaction versus loyalty, as well as the fundamental content of the loyalty response, poses several investigative directions for the next wave of postconsumption research. Show Journal Information The Journal of Marketing (JM) develops and disseminates knowledge about real-world marketing questions relevant to scholars, educators, managers, consumers, policy makers and other societal stakeholders. It is the premier outlet for substantive research in marketing. Since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline? Publisher Information Sara Miller McCune founded SAGE Publishing in 1965 to support the dissemination of usable knowledge and educate a global community. SAGE is a leading international provider of innovative, high-quality content publishing more than 900 journals and over 800 new books each year, spanning a wide range of subject areas. A growing selection of library products includes archives, data, case studies and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company’s continued independence. Principal offices are located in Los Angeles, London, New Delhi, Singapore, Washington DC and Melbourne. www.sagepublishing.com Rights & Usage This item is part of a JSTOR Collection. refers to resistance to a product or service in which a buyer puts off the decision to buy until a later date. Tyler, a computer salesperson, is having difficulty selling his company's computers even though the computers are highly advanced and use the latest technology. The prospects are happy with the computers they are using and raise multiple objections when advised to adopt the new technology, which The prospects resist change. A buyer asking about methods of payment is communicating a(n) _____. Which of the following is true of a price objection? Salespeople feel price objection is an attempt to make a salesperson lower the price. The last step of LAARC, the resistance handling process, is to: ask confirmatory questions. Which of the following is true of red light statements? Salespeople must consider red light statements and work to overcome them. The _____ method converts an objection into a reason that the prospect should buy. Ray receives a sales call for a new copier machine manufactured by Zen Corp. He listens to the salesperson's introduction but then informs the salesperson that the copier is too expensive. He goes on to say that he has received a better offer from one of Zen Corp.'s competitors, and he is therefore Which of the following is true of sales resistance? Sales resistance means a buyer is engaged and wants more information. Chad, a salesperson for a technology consulting company, is confronting an objection. When the buyer has expressed or stated the objection, Chad should: acknowledge the objection. is a matter of custom and is one of the reasons why prospects resist sales LAARC (listen, acknowledge, assess, respond, and confirm) is a process that salespeople use to _____. Greg sells copiers. One of his buyers says, "I don't think that your copier is durable enough for our needs." Which of the following types of objections is the buyer expressing? Which of the following is a method for responding to objections? Which of the following is true of a trial commitment? It is a technique that determines the attitude of your buyer toward a particular feature or benefit. Which of the following is true of a success story commitment? It is a selling technique in which a salesperson relates how one of his or her customers had a problem similar to the prospect's and solved it by using the salesperson's product. At the end of his sales interview, Fred asks the prospect, "Will Rock copier X or Rock copier 2.0 work best for you?" Which of the following selling techniques is Fred using to earn commitment? An alternative choice commitment Which of the following is a reason why a prospect raises objections? The prospect wants to avoid the sales interview. A(n) _____ is a selling technique in which a salesperson asks the prospect to brainstorm reasons on paper of why to buy and why not to buy. If he or she is unable to overcome buyer resistance during a sales call, a successful salesperson will: gracefully end the sales call. Identify a reason why prospects raise objections. The prospects lack information. Which of the following demonstrates forestalling? The salesperson answers an objection before the prospect has a chance to ask it. A minor-points close is a sales closing technique: in which the salesperson seeks agreement on relatively minor issues associated with the full order. Which of the following is true of a summary commitment? It reminds a prospect of all of the major benefits that have been mentioned in previous calls. Gen, a salesperson, is facing resistance from one of her buyers. Once Gen has acknowledged the objection, using the LAARC method of negotiating buyer resistance, what step should she take next? She should ask assessment questions to better understand why the customer raised an objection. While delivering a sales presentation for washing machines, Mark met with the objection, "I am happy with my current washing machine. Your machine is too big and does not have a separate dryer for delicate clothes." In this scenario, which of the following types of sales resistance A product or service objection Many prospects use a _____ as a stalling tactic to delay the purchase decision. A _____ is a response to buyer objections in which the salesperson counterbalances the objection with an offsetting benefit. Which of the following types of objections does a buyer raise who expresses resistance because he or she is loyal to another supplier? refer to questions asked by a salesperson that are designed to determine how far along the prospect is in his or her decision making. Sloan, a salesperson, is facing resistance from one of his buyers. Unsure of how to move past the objection, Sloan assesses the situation with the buyer in order to gain a better understanding of why the buyer is resisting and also to help resolve the situation. Which of the following techniques for resp The questioning technique Sarah is a salesperson for Core Technologies. During one of her recent sales calls with one of her prospects, she was met with the response, "Your product does sound pretty good, but I do not have a use for it at the moment. Can you please call back in a few months?" Which of the following types of sales resi Maurice has recently started a career in sales. While delivering sales presentations, he faces a lot of objections and has developed a fear of these objections. To handle the objections effectively, Maurice should understand that buyer resistance: is a normal part of the sales process. How can buyer resistance be overcome?15 STRATEGIES FOR DEALING WITH RESISTANCE. Do something! ... . Change your tactics. ... . Back up and clarify. ... . Bypass the objection. ... . Convince your customer that they are improving their current arrangements. ... . Rely on your sales instinct. ... . Pre-empt their objection. ... . Acknowledge that they can get a product or service cheaper elsewhere.. What does buyer resistance mean?Thus, the phrases, “Answering the Potential Customers' Concerns or “Negotiating Buyer Resistance” connotes the right for the customer to: (a) resist if the product does not satisfy their needs and/or (b) to ask questions for clarification if the customer doesn't fully understand your presentation.
Which of the following is one of the most difficult types of objections to overcome?A company or source objection refers to resistance to a product or service that results when a buyer has never heard of or is not familiar with the product's company. This is one of the hardest objections to overcome, especially if the prospect feels genuine loyalty to his or her current supplier.
What method for handling buyer resistance is used to counterbalance the objection with an offsetting benefit?Compensation – Counterbalance the objection with an offsetting benefit.
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A buyers resistance based on their loyalty to another supplier is generally easy to overcome.
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