According to your book $($i$.$e$.,$ chapter on customer perceptions$),$ managers need to understand that customers have perceptions of single encounters $(=$ transaction$-$specific perceptions$)$ and overall perceptions of a company based on ALL their experiences $(=$ cumulative perceptions$).$ Both types of customer perceptions are important for different reasons; but interestingly, the book emphasizes that transaction$-$specific perceptions are better predictors of overall customer loyalty to a firm than cumulative perceptions.

True

False