Suppose that a retail store conducts a mail survey of its customers and finds that 50 percent of the customers believe store personnel are "courteous." Which benchmark or comparison would be most useful for interpreting this result?
a) The annual dollars spent at the store by those customers who believe store personnel are courteous
b) How the 50 percent figure compares with that for competitors
c) The percentage of store personnel who have completed training in customer service and public relations
d) How the 50 percent figure compares with industrial or wholesale institutions and stores
e) The percentage of store personnel who feel they are courteous to customers
Answer: b) How the 50 percent figure compares with that for competitors
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