Exam 15: Consumer Relationships

Which of the following describes the competence characteristic of relationship quality?

Complaining is a type of postconsumption behavior.

Relational switching costs _____.

Elaine had a problem with the computer printer she purchased, and when she called the toll-free service support number, she was told that she had to pay to speak to a service representative. She was so mad that she told all of her friends and family about the problem with the printer and the poor service she received and advised them never to buy that brand. Elaine is exhibiting which postconsumption behavior?

Satisfaction, joy, anger, and frustration are examples of postconsumption behaviors.

Complaining behavior occurs when a consumer actively seeks out someone to share an opinion with regarding a negative consumption event.

Under conditions of high competitive intensity and low switching costs, dissatisfied consumers are almost certain to switch.

In which situation is a business least vulnerable to defections?

A loyalty card/program is a device that keeps track of the amount of purchasing a consumer has had with a given marketer and once some level is reached, a reward is offered usually in terms of future purchase incentives.

Which of the following is a postconsumption cognitive process?

Sometimes consumers get so mad at a business that they become violent or try to vandalize the business. What is the behavior called?

Economic switching costs consist of the total economic resources that must be spent or invested as a consumer learns how to obtain value from a new product choice.

Comcast, the cable television provider, now offers Internet and phone services to its customers. Comcast is trying to increase the portion of customers' expenditures spent with their company. Therefore, Comcast is attempting to increase its _____.

All of the following are suggestions for handling consumer complaints effectively EXCEPT _____.

_____ is a sense of attachment, dedication, and identification with a brand or service provider.

Which of the following means consumers pass on negative information about a company from one person to another?

Consumer consistency means that a consumer will tend to continue a pattern of behavior until some stronger force motivates him or her to change.

Customers have a lifetime value to the firm.

One characteristic of relationship quality is personalization, which means the consumer and firm understand each other and "speak the same language."

China Palace is a Chinese restaurant where a few customers recently suffered food poisoning. One customer was so mad that he tried to burn the restaurant down a week later. What type of behavior did this disgruntled customer engage in?