5. MKT 365 - Chapter 13: Customer Satisfaction & Service Quality

Which of the following best describes the term 'satisfaction'?

• Satisfaction is a measure of product functionality.

• Satisfaction is the overall enjoyment experienced during the service.

• Satisfaction is a pre-purchase expectation.

• Satisfaction is a post-purchase evaluation of the overall service experience.

Satisfaction is an ____ state or ____ reaction.

• affective; feeling

• affective; instinctive

• emotional; feeling

• emotional; instinctive

Which of the following options is incorrect for the three blanks in the sentence: Satisfaction is an affective (emotion) state or feeling reaction in which the consumer's ____, ____, and ____ during the course of the service experience have been met or exceeded.

• desires

• expectations

• goals

• needs

Which of the following is not a zone in the figure of loyalty and satisfaction?

• zone of affection

• zone of defection

• zone of engagement

• zone of indifference

Which of the following does not have an influence on satisfaction evaluations?

• Equity theory or perceived fairness

• Prior attitudes towards the brand

• Consumers' attributions to unexpected events

• Perceived value

A firm wants consumers to be loyal to them, what should be their aim to achieve this?

• Offer frequent promotions

• Meet basic expectations

• Provide competitive pricing

• Delight a customer

Which of the following regarding 'customer delight' is false? 

• Customer delight creates dissatisfaction in competing firms

• Customer delight occurs when expectations exceeded to a surprising degree

• Customer delight can make it more difficult to please a customer in the future

• Customer delight leads to immediate repeat purchases

Which of the following is not a type of expectation?

• Perceived expectations

• Desired or ideal expectations

• Predictive expectations

• Equitable or deserved expectations

Which of the following statements is false regarding desired/ideal expectations?

• It is what the customer believes is the minimum acceptable standard

• It concerns the optimum level of performance from a brand

• It is about what could happen in the best circumstances

• An example of it is when a customer pays for a low-budget airline but receives high-quality level of customer service throughout the flight

Which of the following statements is correct about equitable/deserves expectations?

• They are based on a customer's initial expectations from a brand.

• They involve a client's feelings about what they should receive.

• They concern the ideal level of service the customer desires.

• They involve a customer's feelings of what they are entitled to.