NCSA Understanding Customer Behavior 2

Question 1

A customer who repeatedly purchases the same brand regardless of competitors' promotions is demonstrating which type of loyalty?

Accepted Answer

True loyalty

Answer

True loyalty reflects both a high relative attitude toward a brand and repeated patronage behavior, even when alternatives are available.

Question 2

Which psychological concept explains why customers who receive a free sample are more likely to make a purchase?

Accepted Answer

Reciprocity principle

Answer

The reciprocity principle states that people feel obligated to return a favor, making free samples a powerful driver of purchase behavior.

Question 3

A customer complains loudly in a store but does not contact the company directly. This behavior is best classified as:

Accepted Answer

Third-party response

Answer

Third-party response involves complaining to other people or public forums rather than directly to the company.

Question 4

What term describes the gap between what a customer expects and what they actually experience?

Accepted Answer

Expectation disconfirmation

Answer

Expectation disconfirmation theory holds that satisfaction results from the comparison between expectations and actual performance.

Question 5

A customer who switches providers after a single bad experience is most likely driven by:

Accepted Answer

Low switching costs and unmet expectations

Answer

Customers with low switching costs and unmet expectations are most vulnerable to defection after a negative service encounter.

(NCSA) National Customer Service Association Certification Practice Test