According to Dowling and Uncles (1997), Heavy Users Are Not

question 14

Multiple Choice

According to Dowling and Uncles (1997) , heavy users are not always committed or exclusively loyal to one seller.They refer to this as:

• A)spurious loyalty
• B)undivided loyalty
• C)multiple seller loyalty
• D)polygamous loyalty
• E)heterogeneous loyalty

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Definitions:

Correlation Matrix

A table showing the correlation coefficients between variables, indicating the level and direction of the relationship between them.

Multiple Regression Model

A statistical technique that uses several explanatory variables to predict the outcome of a response variable.

Insignificant Variables

Variables in a statistical model that do not significantly influence the outcome of the model.

Step-wise Regression

A method of fitting regression models in which the choice of predictive variables is carried out by an automatic procedure.