Deck 11: The Essentials of Customer Satisfaction Measurement

Question 1

According to the Journal of Advertising Research, the most studied area inmarket:

A) employee surveys
B) customer satisfaction surveys
C) environmental design
D) management development programs
E) service failure and recovery analysis

Answer 1

customer satisfaction surveys

Question 2

Which one of the following statements regarding customer satisfaction is correct?

A) the average business does not hear from 85 percent of its unhappy customers
B) for every complaint received, 9 or 10 people actually have the same problem
C) complainers are more likely to do business with you again than noncomplainers
D) the average person with a problem tells more than 20 people
E) customers who have their complaints resolved tell an average of 26 people

Answer 2

complainers are more likely to do business with you again than noncomplainers

Question 3

Which of the following statements regarding customer satisfaction is incorrect?

A) bad news is communicated to more people than good news
B) complainers are more likely to do business with you again than noncomplainers
C) the average business does not hear from 80 percent of its unhappy customers
D) for every complaint received, 26 customers actually have problems
E) 95 percent of customers who have their complaints resolved quickly will continueto conduct business with the firm

Answer 3

the average business does not hear from 80 percent of its unhappy customers

Question 4

Which of the following is not a benefit of customer satisfaction?

A) the firm is more insulated from price competition
B) the firm provides a positive work environment for its employees
C) positive word-of-mouth is generated from satisfied customers
D) satisfied customers make purchases more frequently
E) all the above

Question 5

Which of the following is not an indirect method of measuring customer satisfaction?

A) sales records
B) profit reports
C) registered complaints
D) the "Scale of 100 Approach"
E) all the above are indirect measures

Question 6

A bias in survey results because of responses being received from only a limited group among the total survey population is called:

A) response bias
B) question bias
C) social desirability bias
D) collection bias
E) none of the above

Question 7

Which of the following is NOT a criticism of customer satisfaction research?

A) focuses on whether current needs are being met but fails to investigate customers' future needs
B) focus on registered complaints
C) focus on global attributes and ignores operational elements
D) it often excludes the firm's employees from the survey process
E) customer know what they want and it is the worst strategy to follow