A study that identified several types of customers, identified ______ as being customers whose experiences exceeded their expectations and who provide positive word-of-mouth about the company.
A) loyalists
B) apostles
C) mercenaries
D) activists

Question

Quizplus · Accepted Answer

The study identified 'apostles' as customers whose experiences exceeded their expectations and who provide positive word-of-mouth about the company. Loyalists refer to customers who are devoted to a brand or company and continue to patronize it despite possible negative experiences. Mercenaries are customers who switch between brands depending on which offers the best deal or promotion at the time. Activists are customers who actively engage in promoting or criticizing a brand or company, but their experiences may not necessarily exceed their expectations.

A Study That Identified Several Types of Customers, Identified ______