Deck 11: Defining and Measuring Customer Satisfaction

Question 1

All of the following are indirect measures of customer satisfaction except:

A)sales records.
B)profit reports.
C)registered complaints.
D)the "Scale of 100" approach.
E)none of these are exceptions.

Answer 1

D

Question 2

Which of the following is NOT one of the reasons that fueled the growth of the 1970s consumerism movement?

A)skyrocketing inflation
B)automation
C)deregulation
D)more informed consumers
E)surplus labor

Answer 2

E

Question 3

According to one group of consultants,on average,____ of customers who defect to competitors say they were "satisfied" or "very satisfied" with their former providers.

A)5% to 25%
B)15% to 35%
C)25% to 45%
D)45% to 65%
E)65% to 85%

Answer 3

E

Question 4

According to the Journal of the Academy of Marketing Science,the most studied area in marketing is:

A)employee satisfaction.
B)customer satisfaction.
C)green marketing.
D)advertising effectiveness.
E)market reach.

Question 5

____ is the level of service the customer actually wants to receive.

A)Desired service
B)Predicted service
C)Perceived service
D)Adequate service
E)Derived expectations

Question 6

Of the following customer satisfaction measurement methods,which is the least effective in producing meaningful results?

A)the "Scale of 100" approach
B)personal interviews
C)the "very dissatisfied/very satisfied" approach
D)the combined approach
E)employee surveys

Question 7

Customer satisfaction can be defined by comparing:

A)predicted service and perceived service.
B)predicted service and desired service.
C)desired service and perceived service.
D)adequate service and perceived service.
E)expected service and desired service.

Question 8

All of the following are benefits of customer satisfaction except:

A)the firm is more insulated from price competition.
B)the firm provides a positive work environment for its employees.
C)positive word-of-mouth communications is generated from satisfied customers.
D)satisfied customers make purchases more frequently.
E)none of these are exceptions.

Question 9

Of the following customer satisfaction measurement methods,which is the most effective in producing meaningful results?

A)the "Scale of 100" approach
B)personal interviews
C)the "very dissatisfied/very satisfied" approach
D)the combined approach
E)employee surveys

Question 10

Which of the following are service quality measures?

A)customer satisfaction
B)desired service
C)perceived service superiority
D)perceived service adequacy
E)perceived service superiority and perceived service adequacy

Question 11

Under which of the following scenarios is it more likely that a firm would invest the resources necessary to increase its satisfaction ratings from 95% to 98%?

A)Competing firms have 90% and 88% satisfaction ratings.
B)Competing firms have 85% and 75% satisfaction ratings.
C)Competing firms have 96% and 97% satisfaction ratings.
D)There are many opportunity costs associated with the investment.
E)The market share gained has little effect on the firm's bottom-line profits.

Question 12

Positive disconfirmation of consumer expectations occurs when:

A)expectations meet perceptions.
B)expectations exceed perceptions.
C)expectations are less than perceptions.
D)perceptions are less than expectations.
E)expectations meet or exceed perceptions.

Question 13

Which of the following statements regarding customer satisfaction is correct?

A)The average business hears from 85% of its unhappy customers.
B)For every complaint received,9 or 10 people actually have the same problem.
C)Complainers are more likely to do business with you again than noncomplainers.
D)The average person with a problem tells more than 20 people.
E)Customers who have their complaints resolved tell an average of 15 people.

Question 14

Which of the following statements regarding customer satisfaction is incorrect?

A)Bad news is communicated to more people than good news.
B)Complainers are more likely to do business with you again than noncomplainers.
C)The average business hears from more than 10% of its unhappy customers.
D)For every complaint received,26 customers actually have the same problem.
E)Of customers who have their complaints resolved quickly,95% will continue to conduct business with the firm.

Question 15

In general,the distribution of most companies' customer satisfaction ratings is:

A)bimodal.
B)normal.
C)negatively skewed.
D)positively skewed.
E)erratic.

Question 16

____ is the level of service quality a customer believes is likely to occur.

A)Desired service
B)Predicted service
C)Ideal service
D)Adequate service
E)Derived expectations

Question 17

Which of the following tactics would yield higher customer satisfaction scores?

A)utilizing mail surveys instead of personal interviews
B)stating the question in a negative (dissatisfied) form instead of a positive (satisfied) form
C)asking general questions prior to specific questions
D)avoiding data collection until a substantial period of time had elapsed since the purchase.
E)all of these would generate lower customer satisfaction scores

Question 18

Customers are most dissatisfied when a ____ occurs.

A)disconfirmation
B)zone of intolerance
C)positive disconfirmation
D)confirmation
E)negative disconfirmation

Question 19

The most popular definition of customer satisfaction/dissatisfaction is based on:

A)the SERVQUAL model.
B)the servuction model.
C)the scale of market entities.
D)the expectancy disconfirmation model.
E)the Technical Assistance Research Program (TARP).

Question 20

The primary contribution of Babich's customer satisfaction models is that it stresses the importance of knowing _____ satisfaction ratings.

A)customer
B)supplier
C)employee
D)competitor
E)stock holder

Question 21

Personal factors that are stable over time and that increase a customer's sensitivity to how a service should be best provided are referred to as:

A)situational factors.
B)explicit service promises.
C)perceived service alternatives.
D)transitory service intensifiers.
E)enduring service intensifiers.

Question 22

Naomi's children are giving her a week at a spa for her seventieth birthday.Their expectations of the services the spa will provide are much higher because they are selecting the spa for their mother's approval rather than for their own use.This is an example of a(n) ____ expectations.

A)derived
B)self-perceived
C)explicit service
D)enduring service
E)transitory service

Question 23

When forming customer expectations,the firm's physical facility acts as a(n):

A)enduring service intensifier.
B)transitory service intensifier.
C)explicit service promise.
D)implicit service promise.
E)situational factor.

Question 24

The higher the number of perceived service alternatives the:

A)higher the level of adequate service expectations.
B)lower the level of adequate service expectations.
C)more narrow the zone of tolerance.
D)higher the level of adequate service expectations and the more narrow the zone of tolerance.
E)lower the level of adequate service expectations and the more narrow the zone of tolerance.

Question 25

Discuss the benefits of customer satisfaction surveys.

Question 26

Inflated satisfaction ratings received from a limited group of respondees is the result of _____ bias.

A)response
B)question
C)social desirability
D)collection
E)limited

Question 27

Which of the following is NOT a factor that influences predicted service?

A)explicit service promises
B)perceived service alternatives
C)past experience
D)implicit service promises
E)word-of-mouth communications

Question 28

Discuss why qualitative and quantitative data are needed to effectively improve customer satisfaction ratings.

Question 29

Situational factors such as bad weather,catastrophe,and random events of over-demand influence:

A)desired service.
B)perceived service roles.
C)ideal service.
D)adequate service expectations.
E)derived expectations.

Question 30

The number of competing alternative service providers available has the biggest influence on:

A)desired service.
B)perceived service roles.
C)ideal service
D)adequate service expectations.
E)derived expectations.

Question 31

Which of the following is NOT a criticism of customer satisfaction research?

A)It focuses on customers' future needs and fails to investigate current needs.
B)It focuses on registered complaints but many customers who defect never relay their complaints.
C)It tends to focus on global attributes and ignores operational elements.
D)It often excludes the firm's employees from the survey process.
E)Customers may not know what they want.

Question 32

Identify 5 common criticisms of customer satisfaction research.

Question 33

When forming customer expectations,price acts as a(n):

A)enduring service intensifier.
B)transitory service intensifier.
C)explicit service promise.
D)implicit service promise.
E)situational factor.

Question 34

Greg's flight on United Airlines from Chicago to San Francisco departed two hours late because of a snowstorm in Chicago.The snowstorm that delayed Greg's flight is a:

A)transitory service intensifier.
B)self-perceived service role.
C)predicted service intensifier.
D)situational factor.
E)personal needs.

Question 35

The zone of tolerance is most directly related to which of the following unique service attributes?

A)intangibility
B)perishability
C)heterogeneity
D)inseparability
E)homogeneity

Question 36

When forming customer expectations,the firm's brochure acts as a(n):

A)enduring service intensifier.
B)transitory service intensifier.
C)explicit service promise.
D)implicit service promise.
E)situational factor.

Question 37

What are the drawbacks of listening to customers and assessing customer satisfaction?

Question 38

One of the major factors driving desired service expectations is:

A)predicted service.
B)the customer's personal service philosophies.
C)adequate service.
D)transitory service intensifiers.
E)perceived service alternatives.

Question 39

The zone of tolerance is defined as the difference between:

A)predicted service and perceived service.
B)predicted service and desired service.
C)desired service and adequate service.
D)adequate service and perceived service.
E)expected service and desired service.

Question 40

What factors should be considered before a firm allocates resources towards improving its customer satisfaction ratings?

Question 41

Define and explain the relevance of the term predicted service,desired service,and adequate service as they pertain to customer satisfaction and service quality.