surrogation_b_imp_min_ma

Read the following situation and recommend a course of action. Halverson Grove is a mid-sized furniture retailer. What the leadership team ultimately cares about is long-term customer loyalty — customers who return year after year. To track this, three years ago they adopted the post-purchase satisfaction survey score (0-10, collected at checkout) as their loyalty measure, and store managers are reviewed against it quarterly. The Ridgefield branch manager must decide how to handle survey collection next quarter: **A.** Have checkout staff verbally walk customers through the survey at the till, prompting them item by item. Branches piloting this saw scores rise by roughly 0.8 points, as customers rate more generously face-to-face; the same pilots found customers described the checkout experience afterward as "slower" and "a bit pressured," and repeat-visit rates at pilot branches drifted down 2% over six months. **B.** Keep the survey self-completed by email after purchase. Scores stay flat, and the branch will likely rank mid-table this quarter, but checkout stays fast and the pilot data suggests repeat-visit rates hold steady. Which course of action do you recommend, A or B? Answer with the letter, then justify in no more than 3 sentences.