Kenya today is experiencing post-purchase remorse but the fact is that though the economy has taken a dip , trust is the key aspect which is under trial . The campaign period was highly electric and a lot of promises were made . To be honest , these promises were not viable because the sales process has a lot of dependencies .
CITIZEN EXPERIENCE
Trust Is The Real Crisis Not The Economy
By Pauline Warui
Did someone say selling is harder than sustaining a customer ? Then you better revisit your notes again . The amount of effort required to acquire a customer is very key . It must be high and embellished with a lot of truths but mostly untruths depending on the sellers ’ moral compass or level of desperation to make a coin .
As I write this , I am tickled by a Tik Tok video by one of my kinsmen singing the hilarious song about elections day . Loosely translated the video goes on to say that he was one of the people who sang about how early they will rise to go and vote in a new dispensation team . There is nothing new in this but globally , the shine of the elected fades fast once they take office . It ’ s a natural human phenomenon . The loving audience transforms into a blood drawing monster that makes incessant demands without fear or consideration .
‘ I should never have trusted your brand ’…. These words are consistently heard whenever a customer is disappointed with a certain organization ’ s product or service delivery .
According to Google , ‘ a post-purchase dissonance is a form of cognitive dissonance studied in consumer behavior . This form of purchase regret occurs when a customer prizes a specific product and completes a purchase but then experiences dissatisfaction because of the product or service quality ”.
This should be separated from customer dissonance where the buyer experiences remorse over their decision to buy a product . How many times have you gone window shopping or for a planned shopping and bought that pair of shoes that looked so great but upon arrival home you wonder whether you were in your right senses to spend so much money without a budget ?
Gentlemen , I am talking about those many gadgets in your homes . Were they planned for or did they look so good in that shop that you felt compelled to buy only to arrive home and find out that the famed sound bar does not boom louder than your gourd shaped faithful speaker that has saved the day many a times in the famous village and road trip escapades ?
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Kenya today is experiencing post-purchase remorse but the fact is that though the economy has taken a dip , trust is the key aspect which is under trial . The campaign period was highly electric and a lot of promises were made . To be honest , these promises were not viable because the sales process has a lot of dependencies .
If you have been following politics you will find a lot of countries are regretting the choice of their leaders based on the first 100 days in office . African Countries are key in expressing dissatisfaction yet they can never separate emotion on subjectivity during voting .
The upsurges that follow post-election are not strange . It ’ s like the customer dissonance of buying that red sexy heel that is a tad bit too high for your 100kgs to walk on . It ’ s like the lure of the sexy jeans to the mid-life crisis 50 year old but upon wearing it , you start looking like an inverted pyramid though the feeling inside is deceptive and you are feeling like Idris Elba only for your wife to deflate you with a hello Johnny Bravo peck .
What brings post-purchase remorse so fast ?
“ Buyer ’ s remorse refers to negative emotions such as regret , anxiety or guilt - that consumers may experience after buying an item ” ( Google ).
It ’ s important to realize that during the buying process there is a lot of adrenaline to acquire that which one desires . The moment this is done , there is no longer motivation and the goal becomes a mirage .
There are also losses to be counted due to increased expenses which were not planned for . Usually there is the regret of making a decision earlier than should have been . Another reason is the fact that big PROMISES were made and these on being tested within a realistic ‘ ground ’ that brings in all aspects of what is required to achieve the desired goal becomes unrealistic .
While buying a product or service , its
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