Exam 15: Consumer Relationships

True consumer loyalty consists of both a pattern of repeated behaviour and what other characteristic?

A loyalty card/program is a device that keeps track of the amount of purchasing a consumer has had with a given marketer; once some level is reached, a reward is offered usually in terms of future purchase incentives.

Margo has decided to go to a different hair salon because it is trendier than the one she currently uses. However, she will miss her stylist, Sheri, because she has been cutting Margo's hair for 10 years. Which type of switching costs will Margo most likely experience in this case?

Which type 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?

Two customers of a restaurant had a bad experience. John complained to the manager, but Beth did not. Describe how John is different from Beth as a result of their behaviours and the likely outcome for the restaurant.

What is the characteristic of relationship quality that treats the customer as an individual with unique desires and requirements?

Competitive intensity refers to the resources allocated to one brand from among the set of competing brands.

Complaining behaviour occurs when a consumer actively seeks out someone to share an opinion with regarding a negative consumption event.

Which of the following is a device that keeps track of the amount of purchasing a consumer has had with a given marketer and offers a reward once some level is reached?

Describe each component of true consumer loyalty.

True consumer loyalty consists of both a pattern of repeated behaviour and a strong feeling of attachment.

Customers have a lifetime value to the firm.

Which term refers to a sense of attachment, dedication, and identification with a brand or service provider?

One characteristic of relationship quality is personalization, which means the consumer and firm understand each other and "speak the same language."

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

The worst thing a company can do to handle negative public publicity is to release information allowing the public to draw its own conclusion.

Some customers continue to shop at a store just because it is close to their home, not because they especially like that store. Which of the following describes this behaviour?

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

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

Holly was so pleased with the service she received at a new spa in her neighbourhood that she told many of her friends about her experience. What is Holly's behaviour an example of?