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Although surveys are the most frequently used means of assessing customer satisfaction, the meaning of survey results is often difficult to determine. For example, disappointed or angry customers often seize an opportunity to vent their opinions, but contented customers often do not. Even so, surveys can be very useful. In particular, resurveying over time can reveal trends in customer satisfaction.
How a sample of individuals is selected can, however, distort survey results in other ways. Because businesses tend only to survey their own customers, those businesses’ ratings may rise artificially as dissatisfied people go elsewhere and cease being their customers. And a business might interpret a difference in satisfaction ratings between two groups of customers as evidence that it is delivering better service to one than it is to the other, when the true difference lies only in the expectations of different groups of customers. Lastly, because many businesses define customer satisfaction as “meeting or exceeding expectations,” this metric may fall simply because expectations have risen.
How a sample of individuals is selected can, however, distort survey results in other ways. Because businesses tend only to survey their own customers, those businesses’ ratings may rise artificially as dissatisfied people go elsewhere and cease being their customers. And a business might interpret a difference in satisfaction ratings between two groups of customers as evidence that it is delivering better service to one than it is to the other, when the true difference lies only in the expectations of different groups of customers. Lastly, because many businesses define customer satisfaction as “meeting or exceeding expectations,” this metric may fall simply because expectations have risen.
Customer satisfaction may fall because expectations have risen.: No
People often cease patronizing a business with which they are dissatisfied.: Yes
Contented customers often do not seize an opportunity to vent their opinions.: Yes
Be sure to select an answer first to save it in the Error Log before revealing the correct answer (OA)!
Difficulty:
95%
(hard)
Question Stats:
30% (03:06) correct
70%
(03:26)
wrong
based on 1751
sessions
History
Date
Time
Result
Not Attempted Yet
ID: 700165
Assuming each of the following statements is true, select Yes if the information provided suggests it would help explain the difference in the impressions created by the online reviews and the in-person feedback of the prepared-food business as described in the business owner’s passage. Otherwise, select No.
Assuming each of the following statements is true, select Yes if the information provided suggests it would help explain the difference in the impressions created by the online reviews and the in-person feedback of the prepared-food business as described in the business owner’s passage. Otherwise, select No.
| Yes | No | |
| Customer satisfaction may fall because expectations have risen. | ||
| People often cease patronizing a business with which they are dissatisfied. | ||
| Contented customers often do not seize an opportunity to vent their opinions. |
ShowHide Answer
Official Answer
Customer satisfaction may fall because expectations have risen.: No
People often cease patronizing a business with which they are dissatisfied.: Yes
Contented customers often do not seize an opportunity to vent their opinions.: Yes
Including survey questions to identify specific groups of customers and analyzing reported levels of satisfaction within each of those groups: Yes
Offering discounted prices to customers who complete online surveys: No
Giving the least weight to the reports of very high and very low customer satisfaction and the most weight to reports of moderate satisfaction: No
Be sure to select an answer first to save it in the Error Log before revealing the correct answer (OA)!
Difficulty:
45%
(medium)
Question Stats:
59% (01:18) correct
41%
(01:25)
wrong
based on 1486
sessions
History
Date
Time
Result
Not Attempted Yet
ID: 700166
Suppose the prepared-food business described by the business owner was to conduct a survey of its customers. For each of the following survey strategies, select Yes if the information provided suggests such a survey would make it easier for the business to identify overall satisfaction among its customer base than the reviews on the social-media site did. Otherwise, select No.
Suppose the prepared-food business described by the business owner was to conduct a survey of its customers. For each of the following survey strategies, select Yes if the information provided suggests such a survey would make it easier for the business to identify overall satisfaction among its customer base than the reviews on the social-media site did. Otherwise, select No.
| Yes | No | |
| Including survey questions to identify specific groups of customers and analyzing reported levels of satisfaction within each of those groups | ||
| Offering discounted prices to customers who complete online surveys | ||
| Giving the least weight to the reports of very high and very low customer satisfaction and the most weight to reports of moderate satisfaction |
ShowHide Answer
Official Answer
Including survey questions to identify specific groups of customers and analyzing reported levels of satisfaction within each of those groups: Yes
Offering discounted prices to customers who complete online surveys: No
Giving the least weight to the reports of very high and very low customer satisfaction and the most weight to reports of moderate satisfaction: No
Determining which customer complaints it would be most beneficial to address
Be sure to select an answer first to save it in the Error Log before revealing the correct answer (OA)!
Difficulty:
35%
(medium)
Question Stats:
61% (00:55) correct
39%
(01:07)
wrong
based on 1474
sessions
History
Date
Time
Result
Not Attempted Yet
ID: 700167
Based on the information provided, if a business gathered only anonymous feedback on customer satisfaction, that business would most clearly have difficulty with which one of the following?
Based on the information provided, if a business gathered only anonymous feedback on customer satisfaction, that business would most clearly have difficulty with which one of the following?
| Determining what types of complaints are most typical among the respondents | |
| Detecting trends in its level of customer satisfaction | |
| Determining which customer complaints it would be most beneficial to address | |
| Determining how to define customer satisfaction | |
| Differentiating itself from competitors |
ShowHide Answer
Official Answer
Determining which customer complaints it would be most beneficial to address
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11 Jul 2024, 03:24
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Official explanation - Question 1:
RO1, Customer satisfaction may fall because expectations have risen:
The discussion of Survey Difficulties states that because many businesses define customer satisfaction as “meeting or exceeding expectations,” measures of customer satisfaction may fall merely because expectations have risen. For the statement under consideration to explain the difference that the business owner observes between the impressions created by the online reviews and the in-person feedback of the prepared-food business, there would need to be some indication that expectations had risen for the online reviewers but not for the customers who gave in-person feedback when shopping. There is, however, no indication that there was any change in expectations, so this statement cannot help explain the difference.
The correct answer is No.
RO2, People often cease patronizing a business with which they are dissatisfied:
If it is true that people often cease patronizing a business with which they are dissatisfied, then the reviewers who posted negative online reviews may have been dissatisfied customers who have ceased patronizing the business. (Note that the Survey Difficulties discussion indicates that disappointed or angry customers often seize opportunities to vent, whereas contented customers do not.) On the other hand, someone who continues to patronize a business has obviously not ceased patronizing the business, and so is more likely to be satisfied and would likely be willing to express that satisfaction when shopping at the business. Therefore, this statement does help explain the difference.
The correct answer is Yes.
RO3, Contented customers often do not seize an opportunity to vent their opinions:
As the Survey Difficulties discussion notes, disappointed or angry customers often seize opportunities to vent. Clearly, social-media websites that provide user-generated reviews present opportunities to vent their opinions. If contented customers, on the other hand, often do not seize such opportunities to express their opinions, but are willing to express satisfaction when they are shopping at the business, then this statement could help explain the difference.
The correct answer is Yes.
RO1, Customer satisfaction may fall because expectations have risen:
The discussion of Survey Difficulties states that because many businesses define customer satisfaction as “meeting or exceeding expectations,” measures of customer satisfaction may fall merely because expectations have risen. For the statement under consideration to explain the difference that the business owner observes between the impressions created by the online reviews and the in-person feedback of the prepared-food business, there would need to be some indication that expectations had risen for the online reviewers but not for the customers who gave in-person feedback when shopping. There is, however, no indication that there was any change in expectations, so this statement cannot help explain the difference.
The correct answer is No.
RO2, People often cease patronizing a business with which they are dissatisfied:
If it is true that people often cease patronizing a business with which they are dissatisfied, then the reviewers who posted negative online reviews may have been dissatisfied customers who have ceased patronizing the business. (Note that the Survey Difficulties discussion indicates that disappointed or angry customers often seize opportunities to vent, whereas contented customers do not.) On the other hand, someone who continues to patronize a business has obviously not ceased patronizing the business, and so is more likely to be satisfied and would likely be willing to express that satisfaction when shopping at the business. Therefore, this statement does help explain the difference.
The correct answer is Yes.
RO3, Contented customers often do not seize an opportunity to vent their opinions:
As the Survey Difficulties discussion notes, disappointed or angry customers often seize opportunities to vent. Clearly, social-media websites that provide user-generated reviews present opportunities to vent their opinions. If contented customers, on the other hand, often do not seize such opportunities to express their opinions, but are willing to express satisfaction when they are shopping at the business, then this statement could help explain the difference.
The correct answer is Yes.
06 Aug 2024, 12:20
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