Chapter 10.3, Problem 10.38ACI

Coupon user study. Refer to the study of a customer’s motivation to use a technology-based self-service (TBSS) encounter developed for a firm’s discount coupons, Exercise 10.15 (p. 584). Recall that the coupon users received the coupons in one of three ways–mail only (nontechnology user), Internet only (TBSS user), and both mail and Internet The researcher wants to know if there are differences in customer characteristics–specifically gender (male or female) and coupon usage satisfaction (satisfied, unsatisfied, or indifferent)–among the three types of coupon users. That is, does type of coupon user depend on gender? Does type depend on coupon usage satisfaction level? Data on these categorical variables were collected for a sample of 440 coupon users and are saved in the file. Conduct the appropriate analyses for the researcher. Use α = .01 for each analysis. Present your conclusions in a professional report.