Mark frequently buys his morning coffee from Starbucks. Over time, he has earned free drinks through the rewards program, received special promotions on his favorite drinks, and built a personal relationship with the baristas who know his name. Even though another café nearby is cheaper, he continues choosing Starbucks and recommends it to friends.
Which post-purchase outcome does this reflect?

Question

BlackTom AI · Accepted Answer

To tackle the question, start by identifying the core outcome described in the scenario: repeated purchases, rewards, personal connections with staff, and a pattern of recommending Starbucks to others. These elements point toward sustained commitment beyond a single purchase event.
Option 1: Post-purchase cognitive dissonance. This would involve feelings of regret or anxiety after a purchase due to conflicting beliefs or choices. In the scenario, there is no indication of regret or discomfort related to choosing Starbucks; rather, the behavior is consistently favorable, so this option does not fit.
Option 2: Customer loyalty. The combination of rewards earned, ongoing preference over a cheaper alternative, and advocacy to friends signals a durable preference and repurchase intention, which are hallmark signs of loyalty rather than mere satisfaction. The relationship with baristas and the active recommendation reinforce loyalty beyond a one-off purchase.
Option 3: Esteem needs. While satisfying social aspects (like being known by name) can contribute to social rewards, the stronger, more comprehensive signal here is a continuing commitment and advocacy, which aligns better with loyalty than with fulfilling esteem as a standalone need.
Option 4: Customer satisfaction only. Satisfaction implies a positive evaluation of a single or limited set of experiences. However, the ongoing behavior—repeated purchases despite a cheaper option nearby, rewards-driven behavior, and recommendation to others—suggests something more enduring than mere satisfaction.
Option 5: Selective retention. This term refers to selectively remembering favorable information about brands. The described behavior isn’t about memory bias; it’s about active repeat purchasing and advocacy, which goes beyond selective retention.
In summary, the scenario best aligns with a durable customer loyalty pattern, characterized by continued patronage, rewards-driven behavior, and advocacy, rather than temporary satisfaction, cognitive dissonance, esteem needs fulfillment, or selective memory effects.

FA25-BL-BUS-M370-11927 Practice Midterm Exam

View Explanation

Log in for full answers

Similar Questions

Which of the following is most likely to lead to high levels of customer loyalty?

True or False? It is great to have satisfied customers, but even better to have loyal customers.

Which of the following statements about loyalty programs is false?

Carlos regularly buys coffee from a local café instead of Starbucks, even though Starbucks offers rewards. He explains that the baristas at the café know his name and remember his favorite drink, which makes him feel valued. Which factor best explains Carlos’s loyalty?

When Starbucks uses its app to send personalized offers to frequent buyers, this encourages:

The Broadway Café has been the only coffee shop in its neighborhood since 1952, but with a Starbucks opening nearby, your employees are worried about competition—what is the best strategy to maintain a competitive advantage using business intelligence?

Consumer loyalty can often drive profits and growth.

The role of marketing and advertising is not only to convey information about a product or service’s features but also to build an emotional bond with customers to create long-term loyalty.

More Practical Tools for Students Powered by AI Study Helper

Homework AI Solver

Stylized AI Paper Writer

Plagiarism Checker Assistant

Citation AI Academic Writing Tool

In-Class Translation Assistant

AI Note Generator

AI Quiz Answers

Past Exam Questions from University Test Bank

Smart Practice Assistant

Adaptive Practice

Making Your Study Simpler