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Use of English

Level B2

Part 1 - Multiple Choice

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4
1

For Questions 1-8, read the text below and decide which answer best fits each gap.

Customer Loyalty

Customer loyalty is not something a company can (0) BUY overnight. It is usually the result of many small decisions that make people feel valued. To begin with, businesses need to (1) .......... their promises. If a website says delivery will take two days, customers expect it to arrive on time, not after a week. When problems happen, a quick apology and a clear solution can (2) .......... a long way. Another key factor is consistency. People are more likely to return when the service is (3) .......... reliable, whether they shop online or in a store. Companies also try to (4) .......... in touch through newsletters or apps, but they must be careful not to annoy customers with too many messages. Loyalty schemes can help, but only if the rewards are (5) .......... worth the effort. If customers have to spend a fortune just to get a tiny discount, they may (6) .......... up and go elsewhere. Finally, the best brands listen. They ask for feedback and then (7) .......... action, showing that opinions matter. Over time, this builds trust, and trust is what (8) .......... customers coming back.

What to do

In this part, you read a text with eight gaps and choose the best word from four options to fit each gap.

Nothing prepares you for this test better than reading.

Read a lot. Candidates who often read in English (for work, for fun) find this part of the test manageable, while those who never read tend to find it very hard.

If you are 100% sure that two of the 4 choices are completely identical, then neither can be the answer. There is always only one word that fits grammatically and has the right meaning.

Usually the correct option will be part of a fixed phrase or collocation, a phrasal verb, a connector or the only word that fits grammatically in the gap.

Strategy

  1. Read the title and the whole text quickly to understand its general meaning before you attempt the task.
  2. Check the words before and after the gap.
  3. Choose the best option.
  4. When you have finished, read the text again with the words inserted to check that it makes sense.

Instructions

For Questions 1-8, read the text below and decide which answer best fits each gap.

Exercise Details

Author

Giorgia Resini

@giorgia-resini

User Prompt

"Create an exercise about how companies build customer loyalty."

Tone: Standard
Level: B2

Created on:

Mar 23, 2026

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