1.The development of strong customer relationships is strongly influenced by:
A. Legal barriers to loyalty programs
B. The composition of the buying center
C. Barriers the customer faces in leaving a relationship
D. Differences in organizational cultures
E. All of the above
2.Every month the pest exterminator does a monthly spraying at Jean Poole's house. Every month Jean gripes that she is being ripped off by the exterminating company and that she's going to find a new one. But she never does change service providers due to:
A. The iteration principle
B. Customer inertia
C. Service standardization
D. Switching costs
E. Process reciprocity
3.Aramark is a food service company that supplies meals to more than 200,000 hospital patients daily. To improve its service, it created a database that tracks patient preferences individually by hospitals, regionally and nationally. The accumulated database is used to provide better menus. Aramark's kitchen staff deliver the food and are referred to as hosts. All hosts have a minimum of 40 hours of training to teach them how to be courteous, efficient and quick. These trained hosts deliver customized meals from carts preloaded according to room number. According to patient surveys, Aramark has boosted patient satisfaction by almost 10 percent by providing customized meals. Aramark is using _____ in its customer retention strategy.
A. Financial bonds
B. Social bonds
C. Customization bonds
D. Structural bonds
E. Heterogeneity
4.Which of the following statements about service failure and service recovery is true?
A. Those customers who never complain are as likely to repurchase as those who had a satisfying service experience
B. Resolving customer problems effectively has a strong impact on customer satisfaction and loyalty
C. All firms employ effective recovery strategies
D. Effective service recovery should not be expected to improve overall service performance
E. All of the above statements about service failure and recovery are true
5.A florist had promised to have the bridal flowers delivered to the wedding rehearsal dinner by 6 p.m. Because of vehicle problems, the flowers did not arrive until the meal was nearly over and the bride and her mother were very upset. To show how sorry he was for the poor service, the florist put extra flowers in the bridal bouquet and gave each mother and grandmother a free orchid corsage. The bride and her mother were extremely pleased with the extra flowers and have recommended the florist to a number of their friends. The florist is wondering if he shouldn't deliberately underdeliver other jobs, compensate the consumer with some upgrade and benefit from even more positive feedback. The florist is responding to the:
A. Baker's dozen paradigm
B. Service recovery paradox
C. Halo effect
D. Service dilemma
E. Service quandary
6.The _______ suggests an initially disappointed customer who has experienced good service recovery might be even more satisfied and loyal as a result.
A. Baker's dozen paradigm
B. Service recovery paradox
C. Halo effect
D. Service dilemma
E. Service quandary
7.A consumer is more likely to complain when the:
A. Flowers he ordered for his wife's birthday are not delivered
B. Big Mac bought in a drive-through comes with pickles even though the special order said no pickles
C. Icing on the bakery cake is dark chocolate instead of milk chocolate as ordered
D. Mechanic fills the radiator with antifreeze instead of water
E. Repair person is 30-minutes late