Exam 15: Beyond Consumer Relationships

Which of the following is true of complaining behavior in customers?

Customers who have switched service providers are less likely to become loyal customers even if they experience increased hedonic value compared to the previous service provider.

The term _____ refers to exchanges between consumers and businesses that the consumer views as unusually negative.

If companies possess the expertise to respond to negative post-consumption behaviors appropriately, the result can be a positive value experience for company and customer alike.

_____ results from a cognitive comparison between a consumer's expectations and the consumer's actual performance perception.

Negative word-of-mouth (negative WOM) is said to occur when:

Negative consumer behaviors like complaining usually receive less attention than positive consumer behaviors such as positive word-of-mouth.

Consumer complaints pay off in terms of customer retention if a store provides the compensation quickly.

In the social media world, the key is to ignore negative news so that it fades away.

A firm is most likely to be vulnerable to satisfied customers' switching behavior when the switching costs are:

In the context of brand loyalty, the portion of resources allocated to one brand from among the set of competing brands is called _____.

Which of the following is true of preferred customer perks?

What are the two types of third-party endorsements?

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?

_____ refers to the extent that consumers believe the processes involved in processing a transaction, performing a service, or handling a complaint are fair.

Which of the following types of switching costs consists of the total economic resources that must be spent or invested as a consumer learns how to obtain value from a new product choice?

Procedural switching costs involve money and emotional consequences.

Neil bought an expensive cell phone and felt that the price was justified for the features provided. However, he faced some technical issues within a week of the purchase and took the cell phone to the nearest service center. He was promptly attended by the customer support staff, and his cell phone was replaced with a new one. Neil was satisfied with the way the company handled his complaint. In the given scenario, the satisfaction experienced by Neil can be best explained by the concept of _____.

Consumers are about twice as likely to spread positive as negative word-of-mouth (WOM).

Henry likes the sandwiches from an Italian food truck near his office. He walks to the truck almost every day for lunch. However, the days he is very busy at work, he orders a sandwich from his office cafeteria. The amount of time and money that he spends to get lunch from the food truck is an example of _____ the truck gets from Henry.