Exam 15: Consumer Relationships

Stan has not stepped foot in a Walmart store in more than ten years, and he will do everything possible to avoid going to that store. Stan is best described as a(n) _____ consumer.

DISSATISFIED CUSTOMER SCENARIO Meg went to local nail salon to get a manicure and pedicure. Unfortunately, she got a nasty nail infection on two of her toes on her left foot the day after her manicure. She didn't go back to the shop to complain, but she told all of her friends about it and said never to go there. One of her friends suggested she should go back there and complain and demand compensation for her medical expenses and at least get her money back for the pedicure. Meg was just disgusted and didn't even want to go back there to complain. If she ever decides to get another pedicure, she certainly won't go back to that shop. -Refer to Dissatisfied Customer Scenario. Why might the nail shop want Meg to complain about her problem as a result of their service?

____ is the extent that consumers believe the processes involved in processing a transaction and handling any complaints is fair.

The amount of competition and the competitive intensity are factors that play a role in determining who switches.

_____ consumers are those who will do everything possible to avoid doing business with a particular marketer.

Customer share represents a behavioral component that is indicative of customer _____.

Opportunity switching costs involve lost time and effort.

A complainer is more likely than a noncomplainer to become a satisfied customer.

DISSATISFIED CUSTOMER SCENARIO Meg went to local nail salon to get a manicure and pedicure. Unfortunately, she got a nasty nail infection on two of her toes on her left foot the day after her manicure. She didn't go back to the shop to complain, but she told all of her friends about it and said never to go there. One of her friends suggested she should go back there and complain and demand compensation for her medical expenses and at least get her money back for the pedicure. Meg was just disgusted and didn't even want to go back there to complain. If she ever decides to get another pedicure, she certainly won't go back to that shop. -Refer to Dissatisfied Customer Scenario. What conditions are making it highly likely that Meg will not return to this nail shop for another pedicure?

One characteristic of relationship quality is competence, which means the consumer views company and service providers as knowledgeable and capable.

Alice would like to change dentists, but she dreads the time and effort it will take to find a new one. Which type of switching costs does this represent?

In which situation could a business be most vulnerable to consumers switching?

Switching costs are the costs associated with changing from one choice, such as a brand, retailer, or service provider, to another.

Less than half of customers experiencing some dissatisfaction complain to management.

Which of the following 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?

DISSATISFIED CUSTOMER SCENARIO Meg went to local nail salon to get a manicure and pedicure. Unfortunately, she got a nasty nail infection on two of her toes on her left foot the day after her manicure. She didn't go back to the shop to complain, but she told all of her friends about it and said never to go there. One of her friends suggested she should go back there and complain and demand compensation for her medical expenses and at least get her money back for the pedicure. Meg was just disgusted and didn't even want to go back there to complain. If she ever decides to get another pedicure, she certainly won't go back to that shop. -Refer to Dissatisfied Customer Scenario. If Meg ever gets another pedicure, she certainly won't go back to that nail shop. Meg would be exhibiting which type of behavior if she goes to a different nail shop for another pedicure?

Switching is a possible postconsumption behavior.

Explain how relationship quality impacts value for both customers and the firm.

Share of wallet is sometimes used to refer to customer share.

One suggestion for handling consumer complaints effectively is to not admit any wrongdoing.