_____ Involves Identifying the Benefits and the Attributes That Customers

question 19

Multiple Choice

_____ involves identifying the benefits and the attributes that customers expect in a service.

• A) Complaint solicitation
• B) Requirements research
• C) A relationship survey
• D) A key client study
• E) A customer panel

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Definitions:

Membership Reference Group

The group to which a consumer actually belongs.

Cognitive

Relating to mental activities such as thinking, understanding, learning, and remembering.

Behavioral

Pertaining to or concerned with the actions or activities of individuals, often studied to understand their motivations, decision-making processes, and patterns.

Affective

Relating to moods, feelings, and attitudes, often used in psychology and marketing to describe emotional responses.