Exam 18: Post-Purchase Processes, Customer Satisfaction, and Customer Commitment

Simon was dissatisfied with the meal and service he received at a restaurant, so he complained. The manager came out and was arrogant to Simon, and Simon felt like he was trying to blame him for the bad experience he had by saying he was too picky. Simon vowed never to eat at that restaurant again. Which reason for changing providers does this represent?

Repeat purchasers continue to buy the same brand because of their emotional attachment to it.

Churn is a term used to refer to turnover in a firm's customer base.

Which disposition alternative is the most widely used by consumers?

For which type of firm has research shown that reducing the number of customers who leave by 5 percent resulted in the highest percentage increase in average profits per customer?

For which product is no disposition involved?

Which dimension of product performance relates to the physical functioning of the product?

The term used to refer to turnover in a firm's customer base is _____.

Which of the following is NOT an action a consumer may utilize to reduce dissonance?

Which of the following is FALSE regarding the way in which disposition decisions can affect a firm's marketing strategy?

What are the two dimensions of performance for products?

Kevin buys the same brand of clothing all the time. He continues to buy it because it fits him well and the price is right, but he does not have an emotional attachment to it. Kevin is an example of a(n) _____.

The emotional response that owning or using the product or outlet provides is known as _____.

Which type of customer has an emotional attachment to the brand or firm?

Using a product in a new way is referred to as _____.

Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as _____.

Kristen purchased a chair and ottoman from a national chain furniture store. After only six months, the fabric started to fade and tear in some spots. While she didn't spend much money on this chair, she did expect it to last longer than that. Kristen most likely experienced _____.

Hailey purchased furniture for her living room and spent quite a bit of money. After she purchased it, she started regretting that she spent so much, and she wasn't sure she liked the furniture. To make herself feel better, she told herself that the other furniture she was considering really wasn't that good and probably would not last as long as the furniture she ended up purchasing. Which of the following is Hailey using to reduce her postpurchase dissonance?

Explain how disposition decisions can affect a firm's marketing strategy.

Failure on a given product or service characteristic often has a stronger effect on consumers than success on that same characteristic. This is known as ______.