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

Accepted Answer

Customer satisfaction surveys are the most studied area in market research as they provide critical insights into consumer preferences and help businesses improve their products and services.

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

Accepted Answer

C

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

Accepted Answer

C

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

Accepted Answer

The answer of Which of the following is not a...

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

Accepted Answer

The "Scale of 100 Approach" is a direct method of measuring customer satisfaction as it involves directly asking customers to rate their satisfaction on a scale.

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

Accepted Answer

Response bias occurs when survey results are biased because responses are received from only a limited group among the total survey population.

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

Accepted Answer

The statement "customer know what they want and it is the worst strategy to follow" is not a common criticism of customer satisfaction research. In fact, understanding customer needs and wants is generally considered a crucial aspect of effective business strategy.

Quiz 11: The Essentials of Customer Satisfaction Measurement

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

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

Which of the following statements regarding customer satisfaction is incorrect?

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

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

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

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