Florida International University BUS 4602 Chapter 2 1)The key determinant of marketing success is fussing about the best measurement of customer satisfaction

Florida International University

BUS 4602

Chapter 2

1)The key determinant of marketing success is fussing about the best measurement of customer satisfaction.

a) True b) False

2.            Increased customer satisfaction is a major creator of capital. a) True b)False

3.            When customer satisfaction determines promotion, managers go to bed at night thinking about customer satisfaction.

a) True b) False

4.            Understanding feedback effects between demand and supply metrics is an important part of

a manager’s job. a) True b) False

5.            The well managed firm tracks and broadcasts across its organization which of the following:

a)            Truly unsolicited letters and e-mails of thanks

b)            Letters and e-mails complaining, ranking of complaints

c)            Returns and reasons for returns ranked

d)            b and c above e) All of the above

6.            Which of the following statements about the customer service feedback effect is false?

a)            A decrease in employee benefits and wages leads to a decrease in employee morale

b)            An increase in employee morale leads to an increase in service quality

c)            An increase in customer satisfaction leads to increased rewards to employees.

d)            A one time bonus can trigger a positive feedback effect e) A feedback-effect always produces positive outcomes.

7.            Companies should always be asking customers how they could better satisfy them.

a) True b) False

8.            The visual graphics that engage you is the number one determinant of overall of web-site satisfaction.

a) True b) False

9.            There are four major drivers of customer profitability.

a) True b) False

10.          Long standing, loyal customers can be more expensive to serve and often get more price discounts.

a) True b) False

11.          Companies should track both customer satisfaction and loyalty because they do not always

have the same effect on profitability.

a.            True b) False

Hyundai Questions

1.            The Hyundai case study teaches us that there is a relationship between price and quality and

if the price is low enough consumers expect the quality to be low and really do not care about quality.

a) True b) False

2.            The problem with Hyundai was that the middle level executives were very keen to improve

quality but senior management stood in the way of such efforts.

a) True b) False

3.            When senior management focuses on customer satisfaction, listens to the customer and redesigns the product to increase customer satisfaction it is preaching rather than practicing customer orientation.

a) True b) False

4.            It took a very persistent consultant for Hyundai to become customer satisfaction oriented.

a) True b) False

5.            In 2 years Hyundai improved the quality of its cars and service by 24% almost to the level of

Toyota and Honda.

a) True b) False

6.            The national customer satisfaction score has increased by over 5% over the last 10 years.

a) True b) False