Nhận biết (M1)

Hoping to understand what keeps consumers loyal to particular online retailers, Vijoleta Vrhovac and colleagues ran a survey built on 58 statements standing in as indicators of what customers experience when their online purchases arrive. Each statement fell under a topic—number 13, about how eagerly a customer waits for ordered goods to arrive, came under joyful anticipation—and respondents, every one of them from Serbia, a country described as having a developing economy, rated how much each statement mattered to their own experience. Package aesthetics drew low importance from participants while speedy delivery and package tracking drew high importance, yet the researchers warned against extending the findings to customers at large, suggesting that ______

Which choice most logically completes the text?

• A.

  further research drawing on participants from countries at varying levels of economic development is needed to establish whether delivery time and tracking outweigh package design for customers broadly.

• B.

  customers in countries whose economies are more developed than Serbia’s are likely to weigh package design relatively more heavily than delivery time and transparency.

• C.

  the greater weight given to delivery time and tracking over package design might not show up were the survey put to a larger group of Serbian participants.

• D.

  online retailers working across a variety of countries stand a better chance of winning customer loyalty by delivering faster and offering tracking than by improving their packaging.