ITPEC FE Morning April 2020 Question 69
ITPEC FE Morning April 2020 — Question 69 of 80
Heskett's Customer Classification — four customer types based on satisfaction and loyalty.
Heskett's model classifies customers along two axes: satisfaction (high/low) and loyalty (high/low):
- •Apostle: high satisfaction, high loyalty — actively promotes the company
- •Terrorist: low satisfaction, low loyalty — dissatisfied and actively encourages others to leave
- •Mercenary: high satisfaction, low loyalty — satisfied but switches easily for better deals
- •Captive (Hostage): low satisfaction, high loyalty — unhappy but stays due to lack of alternatives
The question describes a customer who is dissatisfied and encourages others to switch — this matches Terrorist.
Why not others:
- (a) Captive — dissatisfied but stays and does not actively discourage others
- (b) Mercenary — satisfied but disloyal; switches for personal gain, not dissatisfaction
- (c) Propagandist — not a standard category in Heskett's model (closest would be Apostle)
Key rule: Terrorist = dissatisfied + actively damages the brand by influencing others to leave.
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