Use the Following to Answer Questions

question 40

Multiple Choice

Use the following to answer questions
Scenario I
Scenario I is based on fabricated data inspired by the following study:
Hennig-Thurau, T., Groth, M., Paul, M. & Gremler, D. D. (2006) . Are all smiles created equal? How emotional contagion and emotional labor affect service relationships. Journal of Marketing, 70, 58-73.
Do Smiling Employees Improve Customer Satisfaction?
In this 2 × 2 between-subjects design, Hennig-Thurau and colleagues examined the effect of employee emotions and authenticity of the emotion on customer relations. A total of 223 undergraduate volunteers participated in this study. The participants were told they would be testing a new movie consulting service. The movie consulting service was created by the experimenters, and actors were hired to act as customer service representatives. Each participant approached the service desk where the actor asked them a number of questions Figure 1. Customers rate their experience more favorably when employees are smiling.
-(Scenario I) Suppose each treatment condition described in Scenario I was conducted sequentially with the first treatment tested in the fall semester, and the second in the spring semester. Following testing all treatment conditions the participants received payment for their participation in the form of a gift card. Some received a gift card to a coffee shop and others received one to a megastore. Along with their gift card, participants also received a statement debriefing them of the actual intent of the study. Which of the following presents a potential confound?

• A) debriefing letter
• B) gift card type
• C) month of testing
• D) all are confounds

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Definitions:

Product History

A detailed record or narrative of the development, changes, and ownership of a particular product over time.

Perceived Value

The worth or significance a customer attributes to a product or service, based on how it meets their needs and expectations.

Dental Insurance

A type of insurance coverage that pays a portion of the costs associated with dental care, including routine checkups, treatments, and surgeries.

Generic Positioning

A marketing strategy where a brand presents itself as an ideal choice because of general characteristics, without focusing on specific features or benefits.