1. ___?___ is the loyalty of customer towards one brand for which they will not make substitutes.
A. Brand loyalty.
B. Firm loyalty.
C. Lifetime loyalty.
D. Equity loyalty.
E. Repeat purchase behavior.

2. The repeat buys of a particular brand caused by factors other than brand loyalty is referred to as:
A. Brand loyalty.
B. Firm loyalty.
C. Lifetime loyalty.
D. Equity loyalty.
E. Repeat purchase behavior.

3. The management of customer-to-customer interactions is:
A. Customer compatibility management.
B. Customer value package.
C. Defections management.
D. Relationship marketing.
E. Unconditional guarantee.

4. The perceived combination of factors that in the consumeršs mind adds up to a superior value is:
A. Customer compatibility management.
B. Customer value package.
C. Defections management.
D. Relationship marketing.
E. Unconditional guarantee.

5. A program to build long-term connections between a company and its customers and to develop brand and firm loyalty is:
A. Customer compatibility management.
B. Customer value package.
C. Defections management.
D. Relationship marketing.
E. Database marketing.
6. ___?___ are instances when a service is either not performed or is performed poorly.
A. Defections management.
B. Service failure.
C. Service recovery.
D. Guarantee refund.
E. Compatibility management.

7. The process of identify and reducing customer defections within an organization is:
A. Customer compatibility management.
B. Customer value package.
C. Defections management.
D. Relationship marketing.
E. Database marketing.

8. The expected revenue a customer would generate over his or her lifetime is:
A. Determined by their level of loyalty.
B. Determined by the personšs gender.
C. The lifetime value of the customer.
D. Based on a personšs life expectancy.
E. Relationship marketing.

9. A gurantee a customer can invoke for any reason is a(n):
A. Conditional gurantee.
B. Unconditional gurantee.
C. Stipulated gurantee.
D. Partial gurantee.
E. Full gurantee.

10. Customer satisfaction states include all of the following except:
A. Angry.
B. Dissatisfied.
C. Irritated.
D. Satisfied.
E. Pleased.

11. If a customer perceives that a service performed at his or her desired level of expectations, then the customeršs state of satisfaction would be:
A. Dissatisfied.
B. OK
C Pleased.
D. Excited.

12. The factors that make up the customer value package includes all of the following except:
A. Price.
B. Technical service quality.
C. Functional service quality.
D. Company or firm image.
E. Promotion.

13. A firm operating with a technical service quality operational position should strive to develop:
A. Brand and firm loyalty.
B. Repeat purchase behavior.

14. The second stage in compatibility management is to:
A. Attract homogeneous groups of consumers.
B. Prepare for the arrival of customers.
C. Manage the interaction of customers.
D. Screen customers.
E. Collect payment from customers.

15. The role of Santa Claus would occur during the ___?___ stage of compatibility management.
A. First.
B. Second.
C. Third.
D. Fourth.
E. All stages.

16. During the service encounter, it is the role of the ___?___ to seat customers in homogeneous groups and to separate heterogeneous groups.
A. Environmental engineer.
B. Legislator.
C. Matchmaker.
D. Santa Claus.
E. Police officer.

17. If the defection rate of a business firm is 12.5%, then the average number of years each business customer stays with the firm is:
A. 1.25 years.
B. 12.5 years.
C. 8 years.
D. 5 years.
E. 2.5 years.

18. Customers increase in value over time because of all the following reasons except:
A. Customers tend to use a service more over time.
B. Service firms become more efficient over time.
C. Customers refer others to the firm.
D. Firms increase the amount of time they spend with a customer over time.

19. The manner in which service failures are handled during the postpurchase phase will have ___?___ impact on future purchase intentions then the level of dissatisfaction with the original
A. No.
B. Less.
C. Greater.

20. In a relationship marketing program, sending a customer a birthday card provides ___?___.
A. Social reinforcement.
B. Reassurance.
C. Benefit reinforcement.
D. Customization of the service.
E. Service enhancement.