Mkt610 GDB No. 2 Fall 20 December 2011 Solution

[Vuhelper]

n the ensuing paragraphs, three different scenarios for three different customers have been discussed. You are required to go through the three scenarios and answer the discussion questions.

Customer 1: “Oh my mobile phone broke down… It broke down in its warranty period. But I have lost its warranty card… Now I have to pay for its repair…… What is the use? I might as well buy a new one.”

Customer 2: “These knives have not worked at all…… never worked the way as the advertisements have claimed…. I should better get them returned…. But I have lost its receipt”

Customer3: At one of a big departmental store, a young woman was frantically searching her purse for the receipt of a kitchen machine that she was trying to return. She went through several pieces of paper and finally admitted to the sales clerk that she had lost the receipt. Before she could utter the next sentence the sales clerk replied “Don’t worry. We have saved the date of your purchase and other relevant details which will suffice in case you loose the receipt.”

Discussion Question:

Which customer in your view will turn out to be a loyal customer of the company or store from where he has purchased the item? Substantiate your answer with adequate reasoning. Also point out the customers who have chances to be defected?

Topic: Customer loyalty; Customer complaint Handling; Customer Defection

Solution:

Customer no 3 will be a loyal customer due to good response

AND customer no 2 will be defective customer due to miss satisfaction through product quality that was promised.