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TOP 10 Learning Questions for

Chapter 5Creating Customer

Value,Satisfaction, & Loyalty

Erwin L. Isla, M.D., DPBOMay 21, 2010


1. ______is based on difference between what customer gets & what he/she gives for the different choices.

A. Customer Perceived ValueB. Product and Service QualityC. Customer Relations ManagementD. Database MarketingE. Customer Lifetime Value


2. ______ enables companies to provide excellent real-time customer service through effective use of individual account information. A. Customer Perceived ValueB. Product and Service QualityC. Customer Relations

ManagementD. Database MarketingE. Customer Lifetime Value


3. The following are tools used in monitoring customer satisfaction EXCEPT

A. Periodic SurveysB. Mystery ShoppersC. Customer Lifetime ValueD. Mystery BuyersE. Customer Loss Rate


4. The following can be said about quality EXCEPT

A. a key to value creationB. a key to customer satisfactionC. is related to customer

lifetime valueD. is the totality of features of a

product or service that bear on its ability to satisfy implied needs

E. is interconnected with satisfaction and profitability


5. Which of the following is TRUE?

A. Customer loyalty is the key to customer satisfaction.

B. Monitor customer satisfaction irregularly.

C. Customer satisfaction is a goal and a marketing tool.

D. Customer satisfaction is a goal but not a marketing tool.

E. Customer satisfaction is not goal but a marketing tool.


6. Which of the following is TRUE?

A. Building loyalty is the key to short-term marketing success.

B. Do not listen to erring customers.C. Internet provides an avenue

to praise and bad mouth a company.

D. Building loyalty does not include retention-building activities.

E. It is OK to set customer expectations very high all the time.


7. Mercury Drug uses “Suki Card” to keep customers. This is an example of? A. Loyalty ProgramB. Customer Life-time ValueC. Target MarketD. Niche MarketE. Data Mining


8. Tricare Hospitel providing healthcare services with hotel-like amenities is an example of?

A. Loyalty ProgramB. Customer Life-time ValueC. branded customer experienceD. raising expectationsE. Customer Relations Management


9. At Belo’s, patients are always greeted by courteous receptionists and offered beverages. This is an example of?

A. Data MiningB. managing customer “touch

points” to maximize loyalty C. customer discountsD. raising expectationsE. value maximizers


10. Asian Eye Institute is one of the most visited eye center in the country because doctors are Harvard trained. This is an example of?

A. Customer Relations ManagementB. High Customer Perceived

Value C. Total Customer SatisfactionD. branded customer experienceE. none of the above


TOP 10 Learning Questions for

Chapter 5Creating Customer

Value,Satisfaction, & Loyalty

Erwin L. Isla, M.D., DPBOMay 21, 2010

c:\fakepath\v49 erwin isla-chapter5-top10questions

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