Exam 15: Consumer Relationships

Elaine had a problem with the computer printer she purchased.When she called the toll-free service support number,she was told that she had to pay to speak to a service representative.It made her so unhappy that she told all of her friends and family about the problem with the printer and the poor service she received,and advised them never to buy that brand.According to the information given in this case,which of the following postconsumption behaviors best describes Elaine's behavior?

When consumers get so mad at a business that they become violent or try to vandalize the business,it is called _____ revenge.

Customer share is sometimes referred to as share of _____.

Competitive intensity refers to the number of firms competing for business within a specific category.

Retailers who build up procedural switching costs may gain temporary repeat purchase behavior,but they fail to establish the connection with the customer that wins them true loyalty.

When negative WOM spreads on a relatively large scale,it can result in _____.

Which of the following characteristics of relationship quality represents the consumer's view of the company and service providers as knowledgeable and capable?

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?

Switching in a consumer behavior context refers to the times when a consumer chooses a competing choice,rather than the previously purchased choice,on the next purchase occasion.

If a furious consumer becomes violent or tries to vandalize the business,it is known as rancorous revenge.

Postconsumption cognitions lead to an affective reaction most conventionally represented by consumer _____.

A healthy relationship between a consumer and a marketer enhances value both for the consumer and the marketer.

Stan has never entered into any of the Resplendent Stores,a chain of retail stores,in more than ten years.Because of a bad past experience,he harbors a particular aversion for them,and he has vowed never to shop in any of their stores.Stan is best described as a(n)_____ with respect to Resplendent Stores.

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

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?

A firm that concentrates on repeated behavior alone,perhaps by always being convenient,can do well but remains more vulnerable to competitors.

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's colleagues heard her predicament,they suggested a place she might like.One of the reasons why Stella decided against it was that she found the staff at Olive's friendly and believed that they could understand her preferences in food and wine.Which of the following types of switching costs does this represent?

Which of the following types of behaviors occurs when a consumer actively seeks out someone to share an opinion with regarding a negative consumption event?

When Angie went out for dinner with Zack,her boyfriend,she was embarrassed with his behavior.Zack complained when the waiter brought out the wrong order,but the waiter did not respond appropriately to his complaint.As a result,Zack started yelling at him,calling him names,and demanded to see the manager.The other diners stared at them and Angie just wanted him to stop behaving like that.Zack's behavior at the restaurant is an example of _____ revenge.

Customers who believe a firm has adequately responded to some negative critical incident are likely to become more loyal.