An Integrated Model of Dissatisfaction Role in Understanding Post-Purchase Behavior in Sustainable Industry

Abstract

This research proposes to apprehend the debate relating to the risks of tariff modulation in particular at the customers post-purchase behavior in sustainable industry. Each Price modulation generates a different reaction from customers. This reaction can take place on two levels. The first concerns the elasticity of demand with respect to price and the second concerns rather the perception of the service itself. The price elasticity of demand is one of the measures of the effectiveness of marketing actions and helps to understand the state and dynamics of markets. The higher the price, the lower the demand. Moreover, a minority of customers is ready to buy the same service at a higher price. Each price difference translates into a change in demand according to the elasticity. Tariff modulation as a strategic decision must be well studied before its implementation. This is because of its significant impact on the perception of the service, especially as customers link the price to other factors, including quality.  To understand how customers perceive the price and consider bringing together services at different prices satisfying the same needs, we are going to conduct a field survey that will focus on the service sector, we are going to test the impact of dissatisfaction with Price modulation on post-purchase behavior and see how it plays a full mediating role between Price modulation and brand detachment.  We chose the questionnaire survey method for clients, since it allows us to gather a large number of variables and provide operational measures of qualitative variables. This by using psychometric scales accompanied by attitude scales which make it possible to calculate scores for each respondent. In the conclusion, it would be interesting to concentrate the effort on the search for new managerial orientations concerning the application of transparency and relational.