Deck 7: Post-Purchase Processes, Customer Satisfaction and Consumer Loyalty

Question 1

Relationship marketing has which of the following key elements?

A) customisation and augmentation
B) developing a core service or product
C) pricing to encourage loyalty
D) all of the given answers

Answer 1

D

Question 2

In order to reduce post-purchase dissonance and increase customer satisfaction, marketers can provide post-purchase messages confirming the wisdom of the purchase.

Answer 2

True

Question 3

Owning, but not using, a product is considered in affective performance.

Answer 3

False

Question 4

By law, firms are responsible for harm caused by product failure only when the product is used as specified by the manufacturer.

Question 5

The likelihood and magnitude of post-purchase dissonance increases as the decision becomes more irrevocable.

Question 6

Performance dimensions include:

A) instrumental performance.
B) symbolic performance.
C) classical performance.
D) instrumental performance and symbolic performance.

Question 7

Satisfaction occurs when performance exceeds expectations that are at or above the minimum desired performance level.

Question 8

Which of the following is not an approach to reducing dissonance?

A) Increase the desirability of the brand purchased.
B) Decrease the desirability of the rejected alternative.
C) Decrease the importance of the purchase decision.
D) All of the given answers are approaches for reducing dissonance.

Question 9

Doubt about the wisdom of a purchase shortly after the purchase is referred to as:

A) predecision doubt.
B) post-purchase dissonance.
C) post-evaluation doubt.
D) post-cognitive doubt.

Question 10

The likelihood and magnitude of post-purchase dissonance increases for all of the following except:

A) the more irrevocable the decision.
B) the more difficult it is to choose among alternatives.
C) the more important the decision is.
D) All of the given answers increase post-purchase dissonance.

Question 11

Observing consumers as they actually use products is:

A) the basis for most focus groups.
B) the basis for conjoint analysis.
C) an important aspect of new product development.
D) an important objective of regulatory agencies such as Australian Communications and Media Authority.

Question 12

The likelihood and magnitude of post-purchase dissonance increases as the decision becomes more important.

Question 13

Australia's per-capita waste production is among the top in the world. Recycling is therefore important.

Question 14

The likelihood and magnitude of post-purchase dissonance increases for all of the following except:

A) the more irrevocable the decision.
B) the more one alternative is clearly superior.
C) the more important the decision is.
D) the greater the individual's tendency to experience anxiety.

Question 15

Increasing the desirability of the brand purchased is an approach to reducing dissonance.

Question 16

Negative evaluations can produce:

A) unfavourable word of mouth.
B) brand switching.
C) complaint behaviour.
D) all of the given answers.

Question 17

Doubt about the wisdom of a purchase shortly after the purchase is referred to as post-purchase dissonance.

Question 18

Decreasing the importance of the purchase decision is an approach to reducing dissonance.

Question 19

Purchase of a product may be followed by:

A) complaint behaviour.
B) post-purchase dissonance.
C) evaluation.
D) all of the given answers.

Question 20

In order to reduce post-purchase dissonance and increase customer satisfaction, marketers can:

A) encourage extensive pre-purchase alternative evaluation.
B) encourage the use of a compensatory decision rule.
C) provide post-purchase messages confirming the wisdom of the purchase.
D) encourage the use of a conjunctive decision rule.

Question 21

If a consumer has a low-performance expectation for a product and after use performance is perceived to be better than expected, this consumer will be:

A) non-satisfied.
B) satisfied.
C) dissatisfied.
D) unsatisfied.

Question 22

Non-satisfaction is:

A) the opposite of satisfaction.
B) the same as dissatisfaction.
C) neither satisfaction nor dissatisfaction.
D) the same as unsatisfaction.

Question 23

If a consumer has a high-performance expectation for a product and after use performance is perceived as worse than expected, this consumer will be:

A) non-satisfied.
B) satisfied.
C) dissatisfied.
D) unsatisfied.

Question 24

The following are types of consumer with respect to response styles associated with dissatisfaction except:

A) passives.
B) actives.
C) irates.
D) voices.

Question 25

With respect to clothing, it has been found that:

A) dissatisfaction is caused by a failure of instrumental performance while satisfaction requires the symbolic performance to perform at or above the expected level.
B) dissatisfaction is caused by a failure of symbolic performance while satisfaction requires both instrumental and symbolic performance at the expected level.
C) dissatisfaction results if either symbolic or instrumental performance is below expectation.
D) satisfaction requires that either symbolic or instrumental performance exceed expectations.

Question 26

The durability of a sportscoat represents:

A) symbolic performance.
B) representative performance.
C) concrete performance.
D) instrumental performance.

Question 27

A potential influencing factor that might affect the evaluation of a particular purchase is:

A) product disposal.
B) post-purchase dissonance.
C) product use.
D) all of the given answers.

Question 28

Repeat purchase behaviour is frequently referred to as:

A) brand loyalty.
B) relationship marketing.
C) customer satisfaction.
D) customer retention.

Question 29

Satisfaction with a purchase is primarily a function of:

A) perceived performance relative to expectations.
B) product involvement.
C) initial performance expectations.
D) perceived performance relative to expectations and initial performance expectations.

Question 30

Mike's new suit has produced plenty of admiring glances and compliments from his colleagues. What kind of response is this?

A) instrumental
B) symbolic
C) affective
D) predictive

Question 31

If a consumer has a low-performance expectation for a product and after use performance is perceived as worse than expected, this consumer will be:

A) non-satisfied.
B) satisfied.
C) dissatisfied.
D) unsatisfied.

Question 32

If a consumer has a high-performance expectation for a product and after use performance is perceived as better than expected, this consumer will be:

A) non-satisfied.
B) dissatisfied.
C) satisfied.
D) unsatisfied.

Question 33

The difference between repeat purchase behaviour and brand loyalty is not explained by which of the following statements?

A) Repeat purchase often results in brand loyalty.
B) Brand loyalty implies a psychological commitment to the brand.
C) Repeat purchase may exist because there is only one brand in that product category.
D) Brand loyalty is biased.

Question 34

Which of the following is not an element of relationship marketing?

A) developing a core product around which to build customer relationships
B) pricing in a manner that encourages loyalty
C) engaging in internal marketing in order to perform well for customers
D) All of the given answers are elements of relationship marketing.

Question 35

Satisfaction with a product is primarily a function of:

A) symbolic performance.
B) instrumental performance.
C) indicative performance.
D) symbolic performance and instrumental performance.

Question 36

A toy made overseas is found to contain traces of lead paint. The manufacturer should:

A) recall the product.
B) deny everything.
C) explain the situation to the government, who then becomes responsible for it.
D) None of the given answers are correct.

Question 37

A primary reason for taking no action when dissatisfied with a product or service is which of the following?

A) Consumers believe that firms will take no action.
B) Consumers are seldom, if ever, dissatisfied with products or services.
C) Action requires time and effort that may exceed the perceived value of any likely result.
D) All of the given answers are correct.

Question 38

Brand loyalty differs from repeat purchase behaviour in that brand loyalty:

A) involves at least 90 per cent of product category purchases with a single brand.
B) must exist over a minimum of six repurchase cycles.
C) must not include any purchase of another brand when the primary brand is available.
D) implies a psychological commitment to the brand.

Question 39

Which of these examples does not illustrate 'use innovativeness'?

A) the use of baking soda as a fridge deodoriser
B) the use of beer as a batter for frying seafood
C) the use of toothpaste to cool down burns
D) All of the given answers are examples of use innovativeness.

Question 40

Which of the following are ways in which disposal decisions may influence marketing strategy?

A) Disposal may be necessary before acquisition of a replacement for financial or space reasons.
B) Socially conscious consumers may consider disposal alternatives as important evaluative criteria in the purchase decision.
C) Environmentally sound disposal decisions benefit society as a whole.
D) All of the given answers influence marketing strategy.

Question 41

By inspiring a very high degree of loyalty:

A) a company does not become tied to a single brand.
B) a brand has more opportunity to innovate.
C) a company can spread its costs over a larger range of products.
D) a brand can become immune to high prices.

Question 42

Consumers who do not complain directly to the firm but tell others of their dissatisfaction:

A) should be ignored by the firm as it is expensive to deal with them and the benefits are not clear.
B) do so because they prefer to help others rather than get compensation for themselves.
C) in reality seek compensation for themselves.
D) can cause a lot of harm to the reputation of a firm.

Question 43

Which of the following is true about very loyal customers?

A) There is no downside to having these types of customers.
B) These customers have more extreme reactions in the event of failures in product performance or customer service.
C) There is one downside to having these types of customers, which is that they tend to react badly to innovation.
D) None of the given answers are correct.

Question 44

How may the level of symbolic performance of a product affect a consumer's disposal decision for that product? Illustrate your answer by using an example.

Question 45

Which of the following is true about double jeopardy?

A) It means that the dominant brands in a category have higher market shares but lower loyalty than less popular brands.
B) To overcome it, smaller brands should strengthen loyalty among existing customers.
C) It means that the dominant brands in a category have lower market shares but higher loyalty than less popular brands.
D) None of the given answers are correct.

Question 46

What is relationship marketing and which are its five key elements?

Question 47

Define post-purchase dissonance and explain the probability that this will occur in consumer post-purchase processes.

Question 48

Which of the following is not a mode for product disposition?

A) sharing
B) donating
C) recycling
D) All of the given answers are product disposition modes.

Question 49

A motorbike that no longer runs is an example of:

A) a product ceasing to function instrumentally.
B) a product ceasing to function symbolically.
C) a product that has to be donated.
D) None of the given answers are correct.

Question 50

Which response styles associated with consumer dissatisfaction are identified in your text?

A) passives, voices, professionals and activists
B) irates, activists, passives and voices
C) wallflowers, professionals, passives and activists
D) activists, irates, opinion leaders and first-movers

Question 51

Which of the following is not one of the reasons why consumers share their product experiences online?

A) getting discounts
B) feeling empowered
C) demonstrating uniqueness
D) punishing a company