Quality, value, satisfaction, trust, a

their results were well below the average for these kinds of tests, thereby placing
them in bad mood. Group that received difficult anagrams were told that they had
done exceedingly well and their results were far above the average for these
kinds of tests, thereby placing them in good mood.
For treatment of control over activities, control over outcome,
expectations, and involvement, each respondent received one of the sixteen
combinations (in form of a video movie) and recorded his/her reaction to
customer incompatibility on a scale of 1-6. Instead of using written scenarios,
video films were developed to operationalize the design factors of involvement,
perceived control and expectations. We believe that video films provided
respondents were in restaurant reality and their responses were expected to
more realistic than would have been with written scenarios. At the end,
manipulation measurement checks were made for mood, perceived control and
involvement.
For experiment to find out the optimal combination of controllable and
uncontrollable factors, half fractions of 2 3-1 were used as outer and inner arrays in
a Taguchi style experiment (see figure 2). The inner array is composed of
controllable factors and the outer array consists of uncontrollable factors. In this
arrangement each combination of controllable factors was contrasted with all
combination of uncontrollable factors providing us with detailed information on all
possible impacts of uncontrollable factors.
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Place Figure 2 about here
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