Deck 10: Repeat, Loyal and Relational Buying

Question 1

The Co-operative milk delivery case is an example of:

A) deterioration
B) interaction
C) attraction
D) reclamation

Answer 1

reclamation

Question 2

The Kitten care case study is an example of:

A) deterioration
B) interaction
C) attraction
D) reclamation

Answer 2

interaction

Question 3

Which of the following is NOT one of Dick and Basu's categories of loyalty?

A) Latent
B) Mercenary
C) Spurious
D) Loyalty

Answer 3

Mercenary

Question 4

Who includes self concept connection and partner quality in their list of brand relationship attributes?

A) Heskett et al.
B) Fournier
C) Keaveney
D) Morgan and Hunt

Question 5

Who considers commitment to be central to successful relationship buying?

A) Heskett et al.
B) Fournier
C) Keaveney
D) Morgan and Hunt

Question 6

Who said in 2004 that R should stand for 'relevance' and not 'relationship'?

A) Jones and Sasser
B) Humby
C) Brown
D) Keaveney

Question 7

Guanxi involves:

A) face to face trust
B) stochastic models
C) behavioural repeat buying rather than affective connections
D) the marriage analogy in relational buying

Question 8

The use of our senses in company-consumer interaction is an example of:

A) Guanxi
B) experimental consumption
C) deterministic models
D) NBD model

Question 9

Who cited defection in order to buy a superior product from a competitor as a reason for defection?

A) Guanxi
B) Keaveney
C) Fournier
D) DeSouza

Question 10

As per Dick and Basu (1994), latent loyalty exists when:

A) Consumers have positive attitude and are not sceptical about the brand
B) Consumers have high relative attitude but low repeat patronage
C) Consumers have low relative attitude and high repeat patronage
D) Consumers have high relative attitude and high repeat patronage

Question 11

Which of the following is not a reason for customer defection as per Keaveney (1995)?

A) Customer defects due to mistakes (e.g., billing errors) or other technical problems
B) Customer defects as they perceive employees to be uncaring, impolite, unresponsive and lacking sufficient knowledge
C) Customer defects due to existing provider charging higher prices
D) Customer defects due to their boycotting of the organization

Question 12

Which of the following is not an aim for developing loyalty programme?

A) Retain customers by providing them value and satisfaction
B) Discouraging consumption of undesired or unethical products
C) Increase spending by existing customers
D) Cross selling other products to existing customers

Question 13

Which of the following correctly describes some of the attributes of brand relationship quality reported by Fournier (1998)?

A) Sales promotional discounts and consumer commitment
B) Emotional attachment with brands, self-brand connection, feeling of extensive familiarity with brand, perceptions of brands as partners
C) Advertising expenditures and sales promotional efforts
D) Reference group qualities and positive attitudes

Question 14

A consumer panel meets in a similar manner to a focus group.

Question 15

Experimental consumption relates to those consumer experiences derived from long and continued use of a brand.

Question 16

The Parfitt-Collins model sums the market penetration percentage and the repeat purchase percentage.

Question 17

Ehrenberg developed a model reflecting a positive binomial statistical distribution.

Question 18

Stochastic models are based on cognitive processes.

Question 19

Dick and Basu's model depicts hostages, loyalists, defectors and mercenaries.

Question 20

Service encounter failure was one of the categories of switching behaviour identified by Keaveney.

Question 21

The marriage age analogy of relational buying was explored by Levitt in the 1980's.

Question 22

Fournier describes relational buying of brands in terms of active, contributing members of the dyadic relationship.

Question 23

Reichheld (1988) argued that consumers' repeat purchase patterns may not reveal their true loyalty behaviour as they may be trapped by inertia or they may be indifferent to brands or there may be high exit barriers imposed by the brand.

Question 24

As per Dick and Basu (1994), loyalty exists when consumers have high relative attitude and high repeat patronage behaviour.

Question 25

As per Dick and Basu (1994) latent loyalty exists when consumers have high relative attitude but low repeat patronage.

Question 26

As per Dick and Basu (1994) spurious loyalty exists when consumers have low relative attitude but high repeat patronage.

Question 27

According to Geyskens et al., (1996), commitment involves behavioural, attitudinal, affective and calculative components.

Question 28

What is meant by the commitment construct of relational buying?

Question 29

What are consumer terrorists?

Question 30

What is a deterministic model of repeat purchasing?

Question 31

What is loyalty?

Question 32

What is oppositional brand loyalty?

Question 33

Probability theory is sometimes used to predict which brand will be purchased next.What is probability theory?

Question 34

What is relational buying?

Question 35

What is repeat purchasing?

Question 36

What are stochastic models?

Question 37

What is meant by the trust construct of relational buying?

Question 38

Brown's 'unstable loyalty' can also be described as what why?

Question 39

What is the Parfitt-Collins model?

Question 40

What is a consumer panel?

Question 41

Describe Ehrenberg's NBD model.

Question 42

Wong and Leung state that Guanxi is concerned with what?

Question 43

Explain the role of commitment in consumer brand relationships.

Question 44

What are the main attributes of brand-relationship quality reported by Fournier (1998)?

Question 45

Explain the main reasons for consumers defecting service provider as per previous research?