Question 1
Customer loyalty manifests itself in key customer behaviors including:
◦ resistance to switch to a competitor.
◦ willingness to recommend the company to others.
◦ repeat buying (or the intention to do so).
◦ All of the above must be present for customer loyalty.
Question 2
In the example in the text, a dissatisfied customer at Happy Jack's store could cost the store how much in revenues and other lost customers over a ten-year period?
◦ $198,000 in lost revenue and 12 lost customers
◦ $874,000 in lost revenue and 28 lost customers
◦ $442,000 in lost revenue and 17 lost customers
◦ The text does not estimate the total revenue loss.