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LA REPUTAZIONE COME DISCRIMINANTE DEGLI ACQUISTI

Ogni volta che si acquista un prodotto o un servizio si compie un’operazione più complessa di quanto sembri a occhio.

Partiamo dalla decisione presa: acquistare un prodotto o un servizio. Dapprima verifichiamo se siamo proprio convinti di quella decisione, poi ci informiamo genericamente per confutare la decisione presa e capire quali siano le eventuali controindicazioni, poi continuiamo ad informarci.

Dapprima chiediamo ad amici o vicini di casa che cosa ne pensano. Anche se non ce lo diciamo entro noi stessi sappiamo che stiamo cercando conferme alle nostre ipotesi di scelta d’acquisto. Non vogliamo commettere errori.

Se siamo acquirenti on line cerchiamo di saperne di più. Effettuiamo confronti in lungo e in largo. Se invece siamo acquirenti tradizionali visitiamo diversi negozi.

A ben guardare tutte le informazioni che abbiamo cercato le abbiamo cercate più per avallare noi stessi che non per conoscere meglio che tipo di acquisto avremmo fatto.

Siccome non ci piace sbagliare continuiamo ad informarci. In realtà il conforto che cerchiamo sta nella fiducia che abbiamo in quell’acquisto. Ci preme che chi ci vende quel prodotto o quel servizio goda di un’adeguata reputazione, che il prodotto o il servizio corrispondano alle nostre aspettative. Tale reputazione costituisce la discriminante di ogni scelta d’acquisto.

Tale reputazione la cercheremo a maggiore ragione se abbiamo deciso di acquistare un servizio. Essendo per sua natura intangibile  possiamo sapere se soddisferà o meno le nostre aspettative solo dopo averne fruito. L’acquisto di un biglietto del treno per andare in vacanza di per sè ci dà solo diritto a fruire del treno. Solo dopo che saremo arrviati a destinazione saremo in grado di esperimere un giudizio sull’acquisto fatto.

Quanto maggiore è la reputazione di cui gode la compagnia ferroviaria, tanto più sarà probabile che l’acquisto vada a buon fine.

 

 

 

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