Every month the pest exterminator does a monthly spraying at Mike Wade's house. Every month Wade gripes that he is being ripped off by the exterminating company and how he's going to find a new one. But he never does change service providers due to:
A) The iteration principle
B) Customer inertia
C) Service standardization
D) Switching costs
E) Process reciprocity

Question

Quizplus · Accepted Answer

Customer inertia refers to the tendency of customers to continue using a service provider out of habit or apathy, even if they are unhappy with the service or pricing. In this case, Mike Wade complains about the pest exterminator but does not switch to a new provider, indicating that he is experiencing customer inertia.

Every Month the Pest Exterminator Does a Monthly Spraying at Mike