Buying behavior
According to An Nyuyen (2020), during the past decade, the internet in general
and social media in particular has become one of the most indispensable elements
creating rapid strides, enabling multiple global industries to interact and abolish certain
distances in the brands and in consumers relationships. The strategy is called influencer
marketing where brands have been lately integrating into their businesses through
endorsements from influencers who have access to a large amount of audience has
made a significant impact on the consumers’ buying intention.
According to Dr. Fermin G. Castillo (2018), by studying the consumer buying
behavior of customer, the marketers are able to find innovative and creative solutions in
dealing with their target market. Understanding their wants and needs are just the first
step of the process that leads to buying decision to brand loyalty.
Alina Stankevich (2017). The amount of time dedicated to this step usually
depends on the consumer's past experience with buying the product, the risk involved
and the level of interest. Once consumer created a set of alternative products to choose
from, he/she has created an evoked set. This set consists of the most preferred
alternatives. Once the evoked set has been decided upon, the consumer will then
conduct final research to further shrink his/her choices.
According to Walsh (2016), what is more, nowadays consumers care about the
global resources and community and want to know that the brands they purchase from
doing so too. In 2016 and onwards, it sees more businesses align with environmental
and social causes to appeal to increasing pressure for brands to authentically stand for
something greater than the products they sell.
Gunay Sadikuglo (2017). Consumer behaviour has always been of a great
interest in marketing research. The consumer buying behaviour has become an integral
part of strategic market planning and includes mental, emotional and physical activities.
The consumer behaviour and decision-making process are usually subject to
uncertainties related to influences of socio-cultural, psychological and personal factors.
Customer Satisfaction
Helena Mueller (2017). Social Media is not an exception to the rule when it
comes to customer interaction, and indeed satisfaction. There has been no shortage of
companies that have made mistakes on social media, and customers don’t hesitate to
make their voice heard when it comes to distinct discrimination, or poorly made
decisions based on self-interest or clear lack of facts. Yet, social media done right can
be an invaluable asset towards making your customers happy and satisfied. A nice
gesture towards someone can go a long way, and so can a tweet, or a Facebook
update.
According to Hooley, Neary, Morris and Mackay (2016) Customer satisfaction is
an important outcome of career guidance. Public services have a duty to attend to their
customers and to ensure that they are happy with the services they receive. Measuring
customer satisfaction offers one way to do this. Customer satisfaction research has
emerged from the fields of healthcare and business over the last 30 years. It has
included measurement and investigation of perceived performance, customer
expectations, service quality, delivery, and the gaps and relationships between these
concepts.
Usha Ramanathan, Nachiappan Subramanian, Guy Parrott (2017). The
technology evolution compels retail networks to introduce unique business models to
retain customers and to gain a competitive advantage. Customer reviews available
through social media need to be taken into account by retail networks to design a model
with unique service operations and marketing approaches that will improve loyalty by
adding value to customers. Furthermore, the relationship between customer satisfaction
and customer spending behaviour is very weak and needs further investigation.
Noor Razak (2017). In purchasing industry, to ensure the connection of the
customer is very important and one of it is by ensure their satisfaction. This study
confirm the importance of social media reviews, marketing, and interaction between
promotion and service operations enabling retail networks to build loyalty and
valuebased models which triggers the retail network to defend their position within a
very competitive business market.
Shiau Pei Shih, Szuchiang Yu, and Hui Chin Tseng (2015). The beverages
industry is the widest base compared to others. A consumer is anyone makes a
purchase and transaction decision of goods and services form a store or a company.
This study wanted to investigate the consumers' beverage purchasing behavior and
their preference for different beverage groups in Tainan City, Taiwan.
