Area 3

Question 1

What year did Keller define a brand

Answer 1

1993

Question 2

What was Kellers definition of a brand?

Answer 2

Mental associations which add to the perceived value of a product or service (Emotional, symbolic and cognitive)

Question 3

Who said that service failure comes from expectations not matching reality?

Answer 3

Patterson et al. 2006

Question 4

Who said that subjectivity through lived experience causes service failure?

Answer 4

Pine & Gilmore 1999

Question 5

What does subjectivity through lived experience influence?

Answer 5

Brand perception

Question 6

Who talks about tech failure as a cause of service failure?

Answer 6

Bitner 2000

Question 7

Who talks about employee demeanour causing service failure?

Answer 7

Zeithaml et al 2018

Question 8

Who suggests that you should train employees well to prevent failure?

Answer 8

Bowen and Schneider 1985

Question 9

Who discusses poor design as a cause for service failure?

Answer 9

Parasuraman et al 1985

Question 10

What does Parasuraman say that poor design is caused by?

Answer 10

Quality gaps in expectations and perceptions of the SERVQUAL model RREAT (reliability, responsiveness, empathy, assurance, tangibles

Question 11

Why is service failure essential to prevent

Answer 11

As Fahy and Jober 2022 say: Its 6x more expensive to gain a new customer than to retain

Question 12

Who talks about online service failures?

Answer 12

Meuter et al 2000

Question 13

What 4 areas of online service failure are there?

Answer 13

Tech, Process, Poor design, customer-driven

Question 14

Give an example of PPTC service failure

Answer 14

Process: Prevents the correct service fulfilment

Poor design: Tech design (e.g. complicated interface)

Tech: Prevents customer engagement with service (e.g. internet, slow loading time)

Customer-driven: Customer mistake (e.g. forgetting the password)

Question 15

The first effect of service failure is brand switching (patronage issue) Who said this?

Answer 15

Fetscherin 2019

Question 16

The second issue is diminished LTV relationships (Patronage issue) who said this?

Answer 16

Hess Jr 2003

Question 17

Who highlighted lower repurchasing likelihood as an effect of service failure

Answer 17

Patterson et al 2006

Question 18

Lefbvre et al 2020 talks about which particular effect of service failure?

Answer 18

Lower brand perception

Question 19

Which scholar talks about damaged brand loyalty

Answer 19

Hess Jr 2003

Question 20

If Hess Jr 2003 talks about damaged brand loyalty, what does Hess Jr 2006 talk about?

Answer 20

Eroded and lower-quality customer relationships

Question 21

Which scholar mentioned the negative emotion of anger?

Answer 21

DeWitt et al 2008

Question 22

Humiliation was mentioned by?

Answer 22

Varela-Niera et al 2010

Question 23

And which emotion of all is the worst which is talked about Zeelenberg 1999?

Answer 23

Regret

Question 24

Why is regret the worst?

Answer 24

It’s a deep and profound proposition which sticks with a person

Question 25

What 3 triggers are there for brand hate?

Answer 25

Negative experience Symbolic Incongruity Ideological incompatibility

Question 26

What do the 3 triggers of brand hate lead to?

Answer 26

Brand avoidance Negative WOM Brand retaliation

Question 27

There are 2 types of NWOM

Answer 27

Social support seeking and vindictive

Question 28

Which scholar talked about SOCIAL support seeking?

Answer 28

Singh 1988

Question 29

Which scholar spoke about vindictive word of mouth?

Answer 29

Bougie et al 2003

Question 30

What is brand retaliation?

Answer 30

Seeking to damage or hurt the brand

Question 31

Which scholar spoke about brand retaliation?

Answer 31

Hegner et al 2017

Question 32

What is a key benefit to great service recovery?

Answer 32

It prevents brand switching and supports customer retention

Question 33

Which scholar said that it stops brand switching

Answer 33

Andreassen 2000 p.40

Question 34

What are 6 service failure recoveries?

Answer 34

Apologising, compensation, customer rewards, good management/employee requisites, having courtesy and showing effort

Question 35

Tell me what the 1st recovery method is and the scholar that talked about it

Answer 35

Apologising (minimum requirement post service failure) Bitner et al 1990

Question 36

Tell me what the 2nd recovery method is and the scholar that talked about it

Answer 36

Customer rewards (e.g. vouchers, discounts) Walster et al 1973 and Hart et al 1990

Question 37

The 3rd recovery method and the scholar?

Answer 37

Compensation (monetary) Roschk and Gelbrich 2014

Question 38

Whats the 4th recovery technique and the scholar for it?

Answer 38

Good management/employee requisite (emotional intelligence to regulate and adapt to emotions) Schutte et al 2001

Question 39

Whats the 5th recovery technique and scholar?

Answer 39

Courtesy Davidow 2000

Question 40

Whats the 6th recovery method and scholar?

Answer 40

Showing effort (enhances customer loyalty) Karatepe and Ekiz 2004

Question 41

Which scholar talks about vulnerability and customer relationship impacts post service-failure?

Answer 41

Hess Jr 2008

Question 42

Which scholar said that effective service recovery is key for customer relationships?

Answer 42

Buttle and burton 2002

Question 43

Who says that customers that are emotionally impacted are not as loyal and have negative perceptions?

Answer 43

Patterson et al 2006

Question 44

Who says that loyalty and repurchase intentions can improve with good service recovery

Answer 44

Patterson et al 2006