According to the dynamic process model, two different types of expectations have opposite effects on perceptions of service quality. One of these is that ________
A) increasing customer expectations of what the firm will deliver improve the perceptions of overall service quality
B) increasing customer expectations of what the firm will deliver decrease the perceptions of overall service quality
C) decreasing customer expectations of what the firm should deliver decrease the perceptions of overall service quality
D) decreasing customer expectations of what the firm will deliver improve the perceptions of overall service quality
E) increasing customer expectations of what the firm should deliver improve the perceptions of overall service quality
A
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For a consultative relationship to be profitable for the supplier, it usually must be a long-term relationship
a. true b. false
During which step of the segmentation process would the marketer group customers into segments based on similar needs and benefits sought by the customer in solving a particular consumption problem?
A) Step 2—segment identification B) Step 3—segment attractiveness C) Step 6—segment "acid test" D) Step 1—needs-based segmentation E) Step 7—marketing-mix strategy