Exam 15: Consumer Relationships

Henry likes to have a burger for dinner on all weekdays.He visits Fries,a fast food chain,every evening except on days when he is stuck at work,and on such occasions he orders a sandwich from the office cafeteria.The amount of time and money that he spends for burger dinners at Fries is the _____ the fast food chain gets from Henry.

A woman claimed to have found a fingernail in her burger which she had bought 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.

When relationship quality is high,the prospects for a continued series of mutually valuable exchanges exist.

Customer share is sometimes referred to as share of _____.

When it comes to running shoes,Brian is completely devoted to the Nike brand.He feels that the brand defines who he is.Brian's association with running shoes from Nike is an example of customer _____.

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

Which of the following types of switching costs refers to the emotional and psychological consequences of changing from one brand/retailer/service provider to another?

The term critical incident refers to exchanges between consumers and business that the consumer views as unusually negative.

Explain critical incident in the context of consumer behavior.

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

Price sensitive consumers become more loyal post complaint than those with less price sensitivity.

GOURMET RESTAURANT SCENARIO Stella works for a publishing house in Midtown Manhattan. When her company relocated her to a new city for six months, she had a tough time. She loves Italian food, but couldn't find herself a decent Italian gourmet restaurant in the city. When she finally found one, Olive's, she started eating there regularly. The food at Olive's was not satisfactory and nothing compared to the menu Stella was used to at fancy Italian restaurants in Midtown Manhattan. However, Stella found the staff at Olive's friendly and believed that they could understand her preferences in food and wine. When her colleagues heard her predicament, they suggested a place she might like but Stella decided against it as it was a three-hour drive from where she stays. She wished the six months will end soon and she would visit Italia, her favorite restaurant in Manhattan, again. Stella vows that after the completion of six months, she is never going to come back at Olive's. -Refer to Gourmet Restaurant Scenario.Stella vows that after the completion of six months,she is never going to come back at Olive's.Which of the following best reflects Stella's postconsumption behavior?

Which of the following types of switching costs involves lost time and effort?

Consumers who spread negative WOM without complaining to the company itself are particularly likely not to ever do business with that company again.

Consumers with a weak economic orientation display lower customer share with all competitors instead choosing to shop in the place with the current best offer.

Consumers high in price sensitivity are less likely to complain than consumers with some indifference about the price paid for a service.

GOURMET RESTAURANT SCENARIO Stella works for a publishing house in Midtown Manhattan. When her company relocated her to a new city for six months, she had a tough time. She loves Italian food, but couldn't find herself a decent Italian gourmet restaurant in the city. When she finally found one, Olive's, she started eating there regularly. The food at Olive's was not satisfactory and nothing compared to the menu Stella was used to at fancy Italian restaurants in Midtown Manhattan. However, Stella found the staff at Olive's friendly and believed that they could understand her preferences in food and wine. When her colleagues heard her predicament, they suggested a place she might like but Stella decided against it as it was a three-hour drive from where she stays. She wished the six months will end soon and she would visit Italia, her favorite restaurant in Manhattan, again. Stella vows that after the completion of six months, she is never going to come back at Olive's. -Refer to Gourmet Restaurant Scenario.When Stella was in Midtown Manhattan,she used to frequently eat at Italia.The amount of time and money that she spends at Italia is the _____ the restaurant gets from Stella.

Market share is also known as share of wallet.

Denials should be made only when the evidence unambiguously supports the actual truth.

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