CRM Chapter 1

Which of the following is NOT one of Dwyer’s (1987) five phases of customer-supplier relationship?

• Awareness

• Expansion

• Growth stage

• Commitment

In Dwyer’s model, which phase is characterized by trial purchasing that can be terminated with few costs?

• Awareness

• Exploration

• Commitment

• Dissolution

What are the two key attributes of highly developed relationships?

• Trust and reciprocity

• Trust and commitment

• Loyalty and satisfaction

• Retention and CLV

Benevolence in trust means:

• Acting in the interest of the relationship, not just self-interest

• Ensuring financial returns are guaranteed

• Providing quick technical expertise

• Reducing customer churn

Affective commitment arises mainly from:

• High switching costs

• Reciprocity and personal bonds

• Perceived lack of alternatives

• Financial benefits

Calculative commitment is best described as:

• Emotional trust-based

• Driven by personal relationships

• Economically rational, based on switching costs

• Based on zero disconfirmation

Which is NOT a reason why B2B customers want relationships?

• Product complexity

• Reciprocity

• Service requirements

• Social status benefits

Which of the following is a benefit for B2C customers?

• Strategic significance

• Purchase cost efÏciency

• Confidence benefits

• Supplier reciprocity

Which of the following is NOT a way companies benefit from customer relationships?

• Increase retention rate

• Reduce marketing costs

• Improve CLV

• Decrease product quality

Customer churn rate refers to:

• Percentage of customers retained

• Percentage of customers lost in a given period

• Customer lifetime duration

• Sales growth from repeat customers