Exam 15: Consumer Relationships

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

You are a business consultant specializing in handling consumer complaints. Suggest measures hotel employees should take when responding to consumer complaints.

Anti-loyal consumers are those who will do everything possible to avoid doing business with a particular marketer.

Dissatisfied Customer Scenario Meg went to a local nail salon to get a manicure and pedicure. Unfortunately, she got a nasty nail infection on two of her toes on her left foot the day after her manicure. She didn't go back to the shop to complain, but she told all of her friends about it and said never to go there. One of her friends suggested she should go back there to complain and demand compensation for her medical expenses and at least get her money back for the pedicure. Meg was just disgusted and didn't even want to go back there to complain. If she ever decides to get another pedicure, she certainly won't go back to that shop. -Refer to Dissatisfied Customer Scenario. Meg will never go back to that nail shop in the future. Which term best describes Meg?

Talbot's clothing store offers a program to its customers that keeps track of their purchases and offers a $25 award for every $500 spent. What is this an example of?

List the behavioural outcomes of consumption.

Customer share represents a behavioural component that is indicative of customer loyalty.

What occurs when consumers spread information from one to another about positive consumption experiences?

Which term refers to the number of firms competing for business within a specific category?

Which of the following is NOT a characteristic of relationship quality?

Dissatisfied Customer Scenario Meg went to a local nail salon to get a manicure and pedicure. Unfortunately, she got a nasty nail infection on two of her toes on her left foot the day after her manicure. She didn't go back to the shop to complain, but she told all of her friends about it and said never to go there. One of her friends suggested she should go back there to complain and demand compensation for her medical expenses and at least get her money back for the pedicure. Meg was just disgusted and didn't even want to go back there to complain. If she ever decides to get another pedicure, she certainly won't go back to that shop. -Refer to Dissatisfied Customer Scenario. What was Meg engaging in when she told her friends of her infection after getting a pedicure at the nail shop?

Who are considered a critical link when implementing a relationship marketing strategy?

Confirmation refers to the extent that consumers believe the processes involved in processing a transaction and handling a complaint are fair.

Trust is a characteristic of relationship quality in which a buyer and seller can depend on each other.

Joe was not satisfied with his meal or the service at a restaurant, so he told the manager about it. Which type of postconsumption behaviour did Joe perform?

Many consumers who do online banking are reluctant to change banks because of the effort it would take to change automatic payments and online payments. The "cost" to change includes the time and effort it would take to cancel old payments and set up new ones as well as the potential for missing a payment. What do these "costs" represent?

Matt found out that he would have to pay a $450 initial fee to switch service providers for his home security system. Which type of switching costs is the $450 an example of?

Elaine had a problem with the computer printer she purchased, and when she called the toll-free service support number, she was told that she had to pay to speak to a service representative. She was so mad 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. Which type of postconsumption behaviour is Elaine exhibiting?

Switching costs can be divided into three categories: procedural, financial, and relational.

The consumer who reacts with disgust is very likely to complain.