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?

Question

BlackTom AI · Accepted Answer

When evaluating why Carlos remains loyal to the local café, we start by restating the situation and each option to ensure clarity.
Option 1: Customer satisfaction. Carlos’s loyalty stems from personal interactions—baristas know his name and remember his favorite drink—which enhances his sense of value and positive feelings toward the café. This aligns with the idea that satisfied customers develop repeat patronage because the experience meets or exceeds expectations.
Option 2: Selective perception. This would suggest Carlos is filtering information to confirm a preexisting belief about the café, or might ignore any negative cues. However, the scenario emphasizes positive, personalized service that generates value, not a biased interpretation of information. The data given does not indicate biased perception.
Option 3: Cognitive dissonance. This concept involves psychological discomfort from holding conflicting beliefs or behaviors, often leading to attitude adjustment. In this case, there’s no conflicting belief described (e.g., preferring a cheaper option while liking Starbucks). The loyalty seems driven by positive feelings, not a reduction of dissonance.
Option 4: Functional need recognition. Functional needs relate to practical, utilitarian needs (such as performance or basic utility). While the café satisfies functional needs for coffee, the distinctive loyalty stems more from social and personal satisfaction aspects (being remembered, feeling valued) rather than mere functional utility.
Option 5: Price sensitivity. If Carlos were primarily motivated by price, Starbucks could have been equally appealing due to rewards and potential savings. His behavior—choosing the café because of personalized service over a reward program—points away from price as the main driver, indicating that price sensitivity is not the core factor here.
In summary, the scenario centers on the emotional and relational value Carlos perceives from the staff’s personalized attention, which maps best onto the broad idea of customer satisfaction driving loyalty. The other options fail to capture the central driver of his behavior, either by misattributing the motive (perception bias, dissonance, functional-only needs) or by overemphasizing price effects when personal connection appears to be the key motivator.

FA25-BL-BUS-M370-11927 Marketing Midterm Exam- Requires Respondus LockDown Browser

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?

查看解析

登录即可查看完整答案

类似问题

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?

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.

更多留学生实用工具

考试浏览器助手

风格化写作助手

论文查重助手

文献引用助手

课堂转译助手

课堂笔记助手

Quiz搜索助手

学校历年真题

智能刷题助手

智能匹配练习

希望你的学习变得更简单