Exam 15: Consumer Relationships

Which of the following is true about complaining behavior?

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

Which of the following characteristics of relationship quality represents the perception that the buyer and seller can depend on each other?

A form of publicity in which an ostensibly objective outsider (neither the customer nor business)provides publicly available purchase recommendations is known as _____.

Most of the time Richard goes to a neighborhood general store for his groceries.He does not like the place,but it is very conveniently located and he just has to walk a few minutes to get there.Richard's buying behavior with regard to the neighborhood general store can be best described as customer _____.

Negative word-of-mouth (negative WOM)takes place when consumers pass on negative information about a company from one to another.

Customer share represents a behavioral component that is indicative of customer _____.

For functional types of services,hedonic value is more strongly related to customer share than is utilitarian value.

When customers don't switch,they repeat their purchase behavior over again.

Consumer complaints pay off for the marketers as well as for the consumers.

Many consumers who use online banking facilities are reluctant to change banks because of the effort it would take to change automatic and online payment accounts.The change requires a lot of hassle,including time and effort to cancel old accounts and setting up new ones.There is also the probability of missing bill payments altogether.The costs associated with such liabilities explain the customers' reluctance to change.These costs are called _____ costs.

Anger evokes an avoidance response,and as a result,an angry consumer avoids a potential confrontation and simply goes away.

Which of the following characteristics of relationship quality indicates that a buyer treats a seller as an individual with unique desires and requirements?

Postconsumption cognitions lead to an affective reaction most conventionally represented by consumer satisfaction or dissatisfaction (CS/D).

Which of the following is a device that keeps track of the amount of purchasing a consumer has had with a given marketer and once some level is reached,a reward is offered usually in terms of future purchase incentives?

When Greg's house was burglarized,he decided to install a new home security system.However,when he learned that an installation would cost him $1000,he decided against it.The cost for the installation is an example of a:

Relational switching costs refer to the emotional and psychological consequences of changing from one brand/retailer/service provider to another.

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.However,Stella decided against it as it was a three-hour drive from where she stays and continued eating at Olive's.Which of the following types of switching costs does this represent?

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 never liked the food at Olive's,but she continued eating there as it was convenient.Stella's buying behavior with regard to Olive's can be best described as customer _____.

Negative public publicity occurs when negative word-of-mouth spreads to a relatively large scale,possibly even involving media coverage.