To determine the source of customers' favorable and unfavorable perceptions in service encounters,researchers use which of the following research methods?
A) Trailer calls
B) Mall intercept interviews
C) Role-playing experiments
D) Critical incident technique
E) Thematic apperception tests

Question

Quizplus · Accepted Answer

The critical incident technique is a research method used to determine the source of customers' favorable and unfavorable perceptions in service encounters. This method involves collecting detailed information about specific incidents with the aim of identifying the factors that contributed to the customer's satisfaction or dissatisfaction. The other options, trailer calls, mall intercept interviews, role-playing experiments, and thematic apperception tests, are not specifically tailored to identifying sources of customer perceptions in service encounters.

To Determine the Source of Customers' Favorable and Unfavorable Perceptions