TEST BANK

CHAPTER 10: MEASURING CUSTOMER

SATISFACTION AND LOYALTY

Multiple Choice

1. Which of the following is a NOT benefit of measuring customer satisfaction?

a. it allows the company to determine whether customers believe the organization is
continually improving.
b. it allows the company to determine whether customers believe the organization is
losing ground to a competitor
c. it allows the company to determine whether customers believe the organization is
stagnating.
d. allows the company to determine whether customers believe the organization is living
up to customer’s expectations
e. all of the above are benefits of measuring customer satisfaction. (Correct, see page
147)

2. What is the benefit of using objective measures of customer satisfaction?

a. they measure actual customer’s perceptions.
b. they are used as surrogate measures that substitute for talking with customers. (Correct,
see page 147)
c. they offer direct communication between the organization and customers.
d. the allow the organization to see find out how they may improve their products and
services.
e. it allows the organization to determine how favorably the customer sees their products.

3. Hard data such as number of units sold or time that customers spend in a queue waiting
for service, which is not affected by perceptions of people would be examples of what
type of measures?
a. representative
b. nonprobability
c. objective (Correct, see page 147)
d. subjective
e. exploratory

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4. The attempt to measure people’s perceptions of a brand, process, or experience with the
organization in relation to competitive offerings would be measured by which type of
satisfaction measures?
a. probability
b. objective
c. subjective (Correct, see page 147)
d. exploratory
e. perceptual

5. A systematic and objective inquiry in which information is gathered from a sample of

people through a questionnaire is a:
a. sample
b. collection
c. survey (Correct, see page 148)
d. interview
e. focus group

6. Which of the following NOT one of the typical steps in the survey process?
a. define the problem and objectives
b. plan the survey design
c. select the sample
d. draw conclusions and analyze the report
e. all of the above are typical steps in the survey process (Correct, see page 148)

7. An informal study to provide background information to clarify the nature of a customer

satisfaction problem is:
a. descriptive research
b. sample study
c. objective research
d. exploratory research (Correct, see page 149)
e. convenience sample

8. A group of ten people who are brought together to discuss their opinions about their
satisfaction with the health care that they receive would be an example of a?
a. community complaint room
b. interview
c. focus group (Correct, see page 149)
d. census
e. contact point

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9. A web site designed to allow customers to complain about specific products,

organizations, and services is called a:
a. focus group
b. community complaint room (Correct, see page 149)
c. census point
d. online incentive program???
e. call center

10. Which part of the survey process would specify the specific techniques and procedures
that would be used to collect and analyze data relevant to the research issue?
a. defining the problem and objectives
b. following up
c. designing the questionnaire
d. selecting the sample
e. planning the survey design (Correct, see page 149)

11. Which type of research is to measure the characteristics of defined segments such as who
buys, what do they buy, and where do they shop?
a. casual
b. descriptive (Correct, see page 149)
c. formal
d. exploratory
e. probability

12. The question, “Are you satisfied with the quality and service associated with our product
offerings?” would be an example of a?
a. ambiguous question
b. informal question
c. double barreled question (Correct, see page 150)
d. objective question
e. quantitative question

13. Any procedure in which a small part of the whole is used as the basis for conclusions
regarding the whole is called:
a. nondescriptive
b. informal
c. portioning
d. sampling (Correct, see page 150)
e. minority surveying

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14. What is a census?

a. the questionnaire design that is chosen for the research
b. a procedure in which a small part of the whole is used for conclusions regarding the
whole.
c. a survey of all the members of a group. (Correct, see page 150)
d. an agreement between all the members of a group.
e. the difference between the sample results and the results you would have gotten if you
had been able to poll the entire population

15. The first aspect in sampling is?

a. designing the questionnaire
b. determining the survey type
c. specifying the target population (Correct, see page 150)
d. choosing the survey design
e. interviewing the population

16. As a general rule of thumb, the researcher should select AT LEAST how many
respondents for each question on the survey?
a. two
b. three (Correct, see page 150)
c. five
d. ten
e. twenty

17. In which type of sample would each element or person in the population have a known
and non-zero chance of being selected for the sample?
a. simple random
b. convenience
c. probability sample (Correct, see page 151)
d. nonprobabiliy
e. unrepresentative

18. When each element or person has an equal chance of being selected for a sample it is an
example of which type of sampling?
a. simple random (Correct, see page 151)
b. probability
c. nonprobability
d. complex
e. equality

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19. The difference between the sample results and the results you would have gotten if you
had been able to poll the entire population is?
a. population error
b. nonprobability difference
c. sampling error (Correct, see page 152)
d. simple deviation
e. random error

20. When data is collected from the people who are the most conveniently available it is what
type of sample?
a. probability
b. economical
c. convenience (Correct, see page 152)
d. simple random
e. complex random

21. What is a nonprobability sample?

a. a sample where each element or person in the population has a known and non-zero
chance of being selected for the sample.
b. a sample where each element or person has an equal chance of being selected.
c. a sample where the units are selected on the basis of convenience or personal
judgment. (Correct, see page 152)
d. a sample where the units are selected at random.
e. a sample where the entire population is represented.

22. When the organization can use the results for exploratory ideas but should not base costly
decisions on the results since the sample does not necessarily represent the views of the
larger population it is what type of sample?
a. probability
b. simple random
c. unrepresentative (Correct, see page 152)
d. census
e. representative

23. An organization that specializes in the collection of data is called a:

a. focus group
b. data mart
c. direct mailer
d. field service firm (Correct, see page 152)
e. collection group

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24. Which of the following is the MOST OFTEN used method for collecting survey data
from a random sample of people?
a. door-to-door interview
b. computer assisted telephone interview (Correct, see page 152)
c. mass mailing
d. targeted mailing
e. Internet

25. Which aspect of analyzing the data in marketing research involves assigning numbers to
subjective responses?
a. compiling
b. decoding
c. survey designing
d. coding (Correct, see page 152)
e. designing the questionnaire

26. What is typically the final stage in the research process?

a. drawing conclusions
b. decoding the data
c. analyzing the data
d. preparing the report
e. following up (Correct, see page 153)

27. The issues that seem to affect satisfaction the MOST are known as:
a. behavioral points
b. key points
c. perceptual drivers (Correct, see page 154)
d. motivational drivers
e. loyalty effectors

28. Brand awareness and attitude toward a brand are examples of?
a. value equity
b. brand equity (Correct, see page 154)
c. relationship equity
d. attitudinal equity
e. loyalty equity

29. The objective appraisal of a brand which type of equity?

a. relationship
b. brand
c. value (Correct, see page 154)
d. subjective
e. behavioral

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30. Which type of satisfaction and quality measurement involves the special relationship
elements that link the customer with a brand?
a. value equity
b. brand equity
c. relationship equity (Correct, see page 154)
d. behavioral equity
e. perceptual equity

31. Which of the following quality dimensions for goods would measure how long a new
automobile would last?
a. performance
b. reliability
c. durability (Correct, see page 155)
d. serviceability
e. features

32. Which of the following questions would be asked to determine the reliability quality
dimension for service goods?
a. How well does the product perform its core function?
b. What is the incidence of defects?
c. Is the service system efficient, competent, and convenient?
d. Does the product perform with consistency? (Correct, see page 155)
e. What is the economic life of the product?

33. Which of the following is NOT one of the dimensions of service quality or SERVQUAL?
a. reliability
b. responsiveness
c. assurance
d. empathy
e. performance (Correct, see page 156)

34. Which of the following would the empathy dimension of SERVQUAL measure?
a. appearance of facilities, equipment personnel, and communication materials.
b. ability to perform the promised service dependably and accurately.
c. willingness to help customers and provide prompt service.
d. the caring, individualized attention the organization provides its customers.(Correct,
see page 156)
e. the knowledge and courtesy of employees and their ability to inspire trust and
confidence.

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35. What would be used to define potential problems between what customers expect and
what the organization delivers?
a. perceptual drivers
b. field service firms
c. unrepresentative samples
d. gap analysis model (Correct, see page 156)
e. casual research?

36. What type of gap exists when managers cannot identify or do not understand what
aspects of the service encounter are important to customers?
a. management perception-service quality specification
b. management perception-consumer expectation specification(Correct, see page 156)
c. service delivery-external communications
d. service quality specification-service delivery
e. service perception-management quality

37. Which type of gap exists when advertising messages or other communications promise
more than the organization can deliver?
a. management perception-service quality specification
b. service quality specification-service delivery
c. service delivery-external communications (Correct, see page 156)
d. management perception-consumer expectation specification
e. service perception-management quality

38. What does the service quality specification-service delivery gap refer to?
a. managers know what customers want, but planned specifications are less than what
customers expect.
b. managers cannot identify or do not understand what aspects of the service encounter
are important to customers
c. advertising messages or other communications promise more than the organization can
deliver.
d. frontline personnel do not perform their tasks according to guidelines. (Correct, see
page 156)
e. none of the above refers to the management perception-service quality specification
gap.

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 TEST BANK • CHAPTER 10  68

39. What does the management perception-service quality specification gap refer to?
a. advertising messages or other communications promise more than the organization can
deliver.
b. managers cannot identify or do not understand what aspects of the service encounter
are important to customers
c. frontline personnel do not perform their tasks according to guidelines.
d. managers know what customers want, but planned specifications are less than what
customers expect. (Correct, see page 156)
e. none of the above refers to the management perception-service quality specification
gap.

40. A customer’s commitment or attachment to a brand, store, manufacturer, service

provider, or other entity based on favorable attitudes and behavioral responses, such as
repeat purchases is called?
a. customer loyalty (Correct, see page 157)
b. brand equity
c. customer empathy
d. organizational equity
e. relationship equity

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Zikmund, McLeod, and Gilbert