MISY 5380 SET EXAMINERS ANSWERS AND
QUESTIONS SET A+
✔✔Touch point - ✔✔Touch point is a specific area where an organization and a
customer or prospect may interact. Examples of touch points include the telephone, the
Internet, face-to-face, kiosk, and wireless device.
✔✔The most visible form of customer relationship management is probably the
loyalty/rewards/frequency program.
True
False - ✔✔True
✔✔The main reason companies introduce loyalty programs is to attract more
customers.
True
False - ✔✔False
✔✔The relationship between satisfaction and loyalty is symmetrical and linear.
True
False - ✔✔False
✔✔What type of loyalty is exhibited by someone who seldom, if ever, questions the
correctness of his brand selection?
1. deliberative loyalty
2. inertial loyalty
3. emotive loyalty
4. cerebral loyalty
5. habitual loyalty - ✔✔3. emotive loyalty
✔✔Which is not true of customer complaints?
1. Most customers who are dissatisfied complain directly to the company.
2. Complaining customers, if satisfied, may become even more loyal.
, 3. Complaints should be viewed as opportunities by a company.
4. It is better to have complainers voice their opinions than not voice their opinions.
5. all of the above are true - ✔✔1. Most customers who are dissatisfied complain
directly to the company.
✔✔Behavioral loyalty means strong feelings toward a brand.
True
False - ✔✔False
✔✔A company's most loyal customers may also be its competitors' most loyal
customers.
True
False - ✔✔True
✔✔Loyalty is probably most difficult to establish for:
1. specialty goods.
2. shopping goods.
3. comparative goods.
4. convenience goods.
5. inelastic goods. - ✔✔4. convenience goods.
✔✔Which is most true about loyalty programs?
1. They are basically offensive in nature; i.e., they attract new customers.
2. Over 85% of members are active in the loyalty programs they belong to.
3. They are basically defensive in nature; i.e., they won't attract many new customers
but rather prevent current ones from defecting.
4. Restaurants are the number one sector for loyalty program members.
5. Most loyalty programs are profitable. - ✔✔3. They are basically defensive in nature;
i.e., they won't attract many new customers but rather prevent current ones from
defecting.
✔✔The two types of satisfaction measures are:
1. transaction specific and cumulative.
2. short vs. long term.
3. holistic vs. experiential.
4. trust vs. commitment based.
5. inductive vs. deductive. - ✔✔1. transaction specific and cumulative.
✔✔Types of satisfaction measure - ✔✔Overall or cumulative satisfaction is an
evaluation based on the total purchase and consumption experience with a good or
service over time, whereas transaction-specific customer satisfaction is an immediate
post purchase evaluation.
QUESTIONS SET A+
✔✔Touch point - ✔✔Touch point is a specific area where an organization and a
customer or prospect may interact. Examples of touch points include the telephone, the
Internet, face-to-face, kiosk, and wireless device.
✔✔The most visible form of customer relationship management is probably the
loyalty/rewards/frequency program.
True
False - ✔✔True
✔✔The main reason companies introduce loyalty programs is to attract more
customers.
True
False - ✔✔False
✔✔The relationship between satisfaction and loyalty is symmetrical and linear.
True
False - ✔✔False
✔✔What type of loyalty is exhibited by someone who seldom, if ever, questions the
correctness of his brand selection?
1. deliberative loyalty
2. inertial loyalty
3. emotive loyalty
4. cerebral loyalty
5. habitual loyalty - ✔✔3. emotive loyalty
✔✔Which is not true of customer complaints?
1. Most customers who are dissatisfied complain directly to the company.
2. Complaining customers, if satisfied, may become even more loyal.
, 3. Complaints should be viewed as opportunities by a company.
4. It is better to have complainers voice their opinions than not voice their opinions.
5. all of the above are true - ✔✔1. Most customers who are dissatisfied complain
directly to the company.
✔✔Behavioral loyalty means strong feelings toward a brand.
True
False - ✔✔False
✔✔A company's most loyal customers may also be its competitors' most loyal
customers.
True
False - ✔✔True
✔✔Loyalty is probably most difficult to establish for:
1. specialty goods.
2. shopping goods.
3. comparative goods.
4. convenience goods.
5. inelastic goods. - ✔✔4. convenience goods.
✔✔Which is most true about loyalty programs?
1. They are basically offensive in nature; i.e., they attract new customers.
2. Over 85% of members are active in the loyalty programs they belong to.
3. They are basically defensive in nature; i.e., they won't attract many new customers
but rather prevent current ones from defecting.
4. Restaurants are the number one sector for loyalty program members.
5. Most loyalty programs are profitable. - ✔✔3. They are basically defensive in nature;
i.e., they won't attract many new customers but rather prevent current ones from
defecting.
✔✔The two types of satisfaction measures are:
1. transaction specific and cumulative.
2. short vs. long term.
3. holistic vs. experiential.
4. trust vs. commitment based.
5. inductive vs. deductive. - ✔✔1. transaction specific and cumulative.
✔✔Types of satisfaction measure - ✔✔Overall or cumulative satisfaction is an
evaluation based on the total purchase and consumption experience with a good or
service over time, whereas transaction-specific customer satisfaction is an immediate
post purchase evaluation.
