Question
खुदरा क्रय में खरीद के बाद मूल्यांकन (Post-Purchase Evaluation) और ग्राहक संतुष्टि की भूमिका का संक्षेप में वर्णन कीजिए।
Answer :
Word Count : 1270
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Skip in 10
खुदरा क्रय में खरीद के बाद मूल्यांकन और ग्राहक संतुष्टि का महत्व खुदरा क्रय प्रक्रिया केवल वस्तु या सेवा की खरीद और भुगतान के साथ समाप्त नहीं होती, बल्कि खरीद के बाद उपभोक्ता द्वारा अपने निर्णय का मूल्यांकन भी किया जाता है। खरीद के पश्चात उपभोक्ता यह जानने का प्रयास करता है कि खरीदा गया उत्पाद उसकी अपेक्षाओं, आवश्यकताओं और भुगतान किए गए मूल्य के अनुरूप है या नहीं। इसी प्रक्रिया को खरीद के बाद मूल्यांकन या Post-Purchase Evaluation कहा जाता है। खुदरा उपभोक्ता व्यवहार में इसका विशेष महत्व है, क्योंकि इससे ग्राहक संतुष्टि, पुनः खरीद, ग्राहक निष्ठा, सकारात्मक प्रचार और खुदरा विक्रेता के साथ दीर्घकालीन संबंध प्रभावित होते हैं। खरीद के बाद मूल्यांकन में उपभोक्ता वास्तविक उत्पाद अनुभव की तुलना अपनी पूर्व अपेक्षाओं से करता है। खरीद से पहले ग्राहक के मन में उत्पाद की गुणवत्ता, उपयोगिता, कीमत, ब्रांड, सुविधाओं, टिकाऊपन और प्रदर्शन को लेकर कुछ अपेक्षाएँ होती हैं। खरीद एवं उपयोग के बाद वह देखता है कि उत्पाद वास्तव में उन अपेक्षाओं को किस सीमा तक पूरा करता है। यदि वास्तविक अनुभव अपेक्षाओं के समान या उनसे बेहतर होता है, तो ग्राहक संतुष्ट होता है। यदि उत्पाद अपेक्षाओं से कम प्रदर्शन करता है, तो असंतोष उत्पन्न होता है। इस प्रकार अपेक्षा और वास्तविक प्रदर्शन के बीच का अंतर खरीद के बाद मूल्यांकन का प्रमुख आधार होता है। खुदरा क्रय में खरीद के बाद मूल्यांकन कई प्रकार से किया जाता है। ग्राहक उत्पाद का वास्तविक उपयोग करके उसकी गुणवत्ता और कार्यक्षमता को परखता है। वह उत्पाद की कीमत और प्राप्त लाभ के बीच
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