Behavior Patterns for the Customer Retention Phase

The purchase process explicitly does not end with clicking the buy button or delivering the ordered goods. Because existing customer care has a significantly better “return on marketing investment” than new customer acquisition, the first purchase should be understood as the starting point of a long-term customer relationship. The post-purchase or Bestandskundecustomer loyalty phase contains two sections in which a total of nine primary behavior patterns are classified. Satisfaction with the buying experience and the purchased product is an essential prerequisite for customer loyalty andKundenbindung can be psychologically supported with appropriate behavior patterns. If this is the case, there is an opportunity to retain customers long-term and build customer loyaltyKundenloyalität (Fig. 6.1).