Which of the following is an example of postpurchase communication?
a. An airline hires an actor to film a series of commercials touting the airline's service.
b. An insurance company designs a new "umbrella" logo to indicate that its customers are well protected.
c. A tax return preparer offers a 20% discount for any customers who use the service in January.
d. A hotel sends an email survey to its guests a week after their stay, asking them to comment on the quality of the service they received.
ANSWER: d
A hotel sending an email survey to its guests a week after their stay, asking them to comment on the quality of the service they received is an example of postpurchase communication. Postpurchase communication refers to the follow-up activities that a service firm might engage in after a customer transaction.
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Fill in the blank(s) with the appropriate word(s).
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Answer the following statement true (T) or false (F)
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