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Customer satisfaction in the first and second moments of truth

2008; Emerald Publishing Limited; Volume: 17; Issue: 7 Linguagem: Inglês

10.1108/10610420810916362

2054-1643

Martin Löfgren, Lars Witell, Anders Gustafsson,

Consumer Retail Behavior Studies

Purpose – Almost everything consumers buy in a store has a package. At point of purchase, the first moment of truth, the package functions as a silent salesman. Once the purchase is made, the product is consumed in the second moment of truth. The purpose of this paper is to create a better understanding of how customers evaluate different aspects of the package in the first and second moments of truth.