Chapter 6

Question 1

what are the most important components of customer service

Answer 1

customer satisfaction and customer loyalty

Question 2

How could we mesure customer loyalty for a less frequent purchased product

Answer 2

ask if intend to buy again

ask if they would recommend to a friend

Question 3

why does word of mouth more effective than advertisment

Answer 3

because people trust more their friends than publicity

Question 4

what are the main strategies that make customers loyal

Answer 4

there is two types of strategies to make customer loyal
Negative: contract, penalties
Positive: create added-value, reward program (metro epicerie), sales promotions,

Question 5

what is the service failure recovery

Answer 5

it is a process whereas you recognize an arror and correct it –> reinforce the customer’s perception of the company’s having an established reputation for reliability

Question 6

What can a company could do to if their is a service failure, to obtain back their reputation

Answer 6

bring back product and repair for free, compensate mistakes,

Question 7

In which case a consumer consume a lot but is not satisfied

Answer 7

in A Monopoly, people do not have the choice.

Question 8

What is CRM info system

Answer 8

collects data about their consumers, manages promotions and offer specific product, point cards to each customer,

examples –> profiles, collect all info and is used later
than offer product, promotions,