Exam 15: Consumer Relationships

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. Meg will never go back to that nail shop in the future. Which of the following best describes Meg?

The characteristic of relationship quality in which the consumer and firm understand each other and "speak the same language" is _____.

The best course of action to handle negative public publicity is to do nothing because the news will eventually go away.

A woman claimed to have found a fingertip in her chili from a national fast food restaurant chain. Considerable negative public publicity followed this accusation. Discuss alternative courses of action this fast food chain could pursue to handle this negative public publicity and suggest the best method in this situation.

The characteristic of relationship quality in which a buyer and seller can depend on each other is known as _____.

A consumers' sense of attachment, dedication, and identification is known as customer commitment.

Which of the following represents the degree of connectedness between a consumer and a retailer?

How is a complainer different from a noncomplainer?

A consumer who yells, insults, and makes a public scene in an effort to harm a business after receiving poor service is engaging in _____.

Consumers who experience anger in response to an evaluation of the consumption experience are least likely to complain.

Positive WOM occurs when consumers spread information from one to another about positive consumption experiences with companies.

Customer share is sometimes referred to as _____.

All of the following are characteristics of relationship quality EXCEPT _____.

In extreme cases, the negative WOM attached to one company can have affects that spill over to an entire industry.

Customer share is affective, and commitment is a behavioral component of loyalty.

Market share is the portion of resources allocated to one brand from among the set of competing brands.

Which of the following occurs when consumers spread information from one to another about positive consumption experiences?

True consumer loyalty consists of both a pattern of repeated behavior and _____.

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. When Meg told her friends of her infection after getting a pedicure at the nail shop, she was engaging in _____.

Relationship quality represents the degree of connectedness between a consumer and other consumers.