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COM 597, Fall 2011 – Reading Guide Questions for October 19

For Ford, Ch. 8

1. What does the research say about prompting and suggestive selling?  Is that consistent with what you know from your other communication classes?  From your experience as a customer service provider?  As a customer/client?

2. What is the customer-oriented sales approach, In terms of communication theory, why would it make more sense?

3. For each of the three industries she discusses under customer satisfaction – banking, health care, and education – what rings true in the findings she reports and what doesn't?  And how do those of you who've taken 502 feel about immediacy as customer satisfaction?

4. What is the distinction between customer satisfaction and customer compliance?  Why would compliance be particularly important in health care?  What rings true in the findings she reports and what doesn't?  How about in the teacher compliance findings?  Do the good cop/bad cop findings surprise you?  How might you use communication theory to explain this?

5. What are the multiple ways of defining customer loyalty?  What's the distinction between latent and spurious loyalty?  What theories you've discussed here and in other classes account for the findings reported here about customer loyalty?

6. What is customer discretionary behavior?  How do you respond to the reported findings about CDB from your vantage point as a service provider?  As a customer/client?  As a student of communication?

For Ford (2003)

1. In your own words, what does the expectation-disconfirmation model say about customer satisfaction?  What are the critiques of this model?

2. What does the behavioral intention research suggest about customer loyalty?  What dies the research on actual loyal behaviors say?

3. What is the research question?  Why is it a research question and not a hypothesis?

4. What are the hypotheses?  What past research are they grounded in?  What are these competing models she's working with?

5. How was this study conducted?  With whom?

6. How were each of the variables operationalized?

7.  What did she find?  Does it surprise you?  How might it be used?

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