Pay TV One Industry with a Reputation for Less-Than-Stellar Customer

Pay TV One industry with a reputation for less-than-stellar customer service is that of the nation's pay-TV providers. Much of the terrible customer service is blamed on outsourcing. To cut costs, most pay-TV providers have farmed out customer service functions to vast call centers that hire low-paid, poorly trained employees who lack any incentive to care about faceless customers. There is one exception to that rule-DirecTV, which has the best customer service record in the industry even though it, too, uses outsourcing. The primary difference between DirecTV and other pay-TV providers is motivation. The customer service reps get free satellite TV at their homes after three months on the job. The call reps are invited to special events and given the opportunity to mingle with NFL stars and television celebrities. In addition, the reps were given the power to handle customer's complaints themselves, rather than simply acting as listeners. Refer to Pay TV. Apparently, rewards such as empowerment and free satellite television have a ____ for people who are the customer service reps for DirecTV.

A) low instrumentality
B) high valence
C) high overreward value
D) low reinforcement value
E) low valence