When interpreting customers’ satisfaction scores for a particular company, it is

important to:
a. remember that customer satisfaction is only weakly related to repurchase
behavior.
b. examine how these satisfaction scores have changed over time.
c. consider how these satisfaction scores compare with those reported by
competitors’ customers.
d. B and C
e. A, B, and C

ANS: D

22. Which of the following is incorrect?

a. Customer satisfaction influences repeat buying.
b. Customer satisfaction shapes word-of-mouth communication.
c. Customer satisfaction influences consumers’ price sensitivity.
d. Understanding post-consumption evaluations carries important implications
for competitive strategy.
e. None of the above are incorrect.

ANS: E

23. Blogs are:

a. groups of dissatisfied consumers that ban together over the Internet to
generate negative word-of-mouse communication
b. reoccurring problems that prevent a product from delivering a positive
consumption experience
c. Internet search engines available only to subscribers
d. websites that contain an online personal journal with reflections, comments,
and often hyperlinks provided by the writer
e. None of the above.

ANS: D

24. The net promoter index is calculated by taking the difference between
the proportion of a company’s customers labeled as:
a. satisfied and dissatisfied d. supporters and resistors
b. promoters and detractors e. None of the above.
c. lions and mice

ANS: B

25. Consumers may not feel the need to complain when they:
a. are only mildly dissatisfied.
b. do not believe it’s worth their time and effort.
c. do not hold the product directly responsible for their dissatisfaction.
d. B and C
e. A, B, and C
ANS: E

26. According to the worldwide survey reported in Chapter 6, which

brand has the greatest number of active brand advocates?
a. Rolex d. McDonald’s
b. Nike e. Mercedes
c. Cheerios

ANS: E

27. Satisfaction depends on:

a. consumers' perceptions of the product's performance during consumption
b. consumers' expectations of how the product will perform
c. the feelings experienced during consumption
d. A and B
e. A, B, and C

ANS: E

28. According to the expectancy disconfirmation model, satisfaction

depends on:
a. consumption experiences
b. understanding competitor's customers
c. a comparison of pre-purchase expectations to actual outcomes
d. reinforcing the attitudes of current customers
e. All of the above.

ANS: C

29. According to the expectancy disconfirmation model, which of the

following is not a possible outcome?
a. Confirmation
b. Rejection
c. Negative disconfirmation
d. Positive disconfirmation
e. All of the above are possible outcomes according to this model.

ANS: B

30. When a product’s performance exceeds consumers’ expectations, then

____ is said to occur.
a. Confirmation d. Positive disconfirmation
b. Rejection e. None of the above.
c. Negative disconfirmation
ANS: D

31. The problem with setting consumers’ expectations as high as possible

is that:
a. it increases the chances of customers being dissatisfied
b. customers end up being spoiled
c. it increases customers’ price sensitivity
d. All of the above.
e. None of the above. In fact, there is no problem with setting consumers’
expectations as high as possible.

ANS: A

32. Consumers’ expectations about a product can be affected by the

product’s:
a. advertising d. All of the above.
b. packaging e. None of the above.
c. price

ANS: D