The Dick and Basu Model of Loyalty

1.   ?    Combines ‘repeat purchasing’ with ‘relative attitude’ measures
2.   ?    Is concerned with the unstructured data mining of loyalty card data
3.   ?    Plots which brands within a product category that are purchased by each customer
4.   ?    States that it costs more to retain customers than to acquire new ones

Behavioural, Attitudinal, Affective and Calculative components of commitment
are proposed by

1.   ?    Dick and Basu
2.   ?    Geyskens
3.   ?    Shultz
4.   ?    Jones

According to Oliver, Cognitive Loyalty is

1.   ?    where the brand is compared with alternatives usually on functional grounds
2.   ?    where the customer likes the brand as a result of previous experiences
3.   ?    a reflection of intention to re-purchase
4.   ?    a deeply held commitment to rebuy despite influences to switch brands

According to Berry, Level Two relationships

1.   ?    are mainly based on pricing incentives
2.   ?    relate to the social aspects of relationship marketing such as regular interactive and personalised communication
3.   ?    are where the customer is at the centre of service delivery relationships
4.   ?    are based on the use of CRM software

Which of the following does the text NOT specify as being essential for reciprocal relationship marketing

1.   ?    CRM software
2.   ?    Trust
3.   ?    Commitment
4.   ?    Loyalty