Exam 14: Customer Loyalty and Retention

____ is behavior that goes beyond the call of duty.It involves countless personal touches--little things that distinguish a discrete business transaction from an ongoing relationship.

The strategy for cultivating customer loyalty that involves protecting confidential information and telling the customers the truth,even when it hurts,is:

____ are customers who leave due to relocation.

The strategy for cultivating customer loyalty that involves communicating to customers that the firm genuinely cares for their well-being is:

____ refers to focusing the firm's marketing efforts toward the existing customer base.

A specific result guarantee may appear weak compared to the _____ guarantee.

Discuss the customer defection management process.

Experts in the area of guarantees believe that guarantees are most effective for professional service providers under which of the following conditions?

____ is a systematic process that actively attempts to retain customers before they defect.

The guarantee that most likely avoids the appearance of a tacky marketing ploy is called a(n):

____ seeks new customers by offering discounts and developing promotions that encourage new business.

At the macro level,firms engaged in relationship marketing recognize that the marketing activity affects:

Discuss the differences between an implicit guarantee,a specific result guarantee,and an unconditional guarantee.

Which of the following is NOT a reason why customer retention has become increasingly important?

Which of the following is NOT an aftermarketing technique?

Under which conditions is it no longer worthwhile to keep a customer?

A cargo shipper switches from rail carrier to air transportation.This is an example of a _____ defector.

Under what conditions is it no longer worthwhile to keep a customer?

What is the key to defection management?

Federal Express publicly states that it guarantees overnight delivery.This type of guarantee is called a(n) _____ guarantee.