Abstract

Abstract
This study intends to understand whether hotels should choose to surprise through a discount or a surprise gift. The experiment consisted in identifying whether there were differences in satisfaction and delight, according to the associated treatment (no surprise, surprise discount, or gift). With this purpose, a fictional hotel website was created for participants to simulate a reservation. Through the analysis of the experiment, the impact of surprise on customer satisfaction was confirmed. It was also found that, in the hospitality industry, a gift has a higher impact on satisfaction than a discount. When analyzing the guest delight, the results differ from what is stipulated in the literature (which points to the significant impact of surprise in this measure). It was concluded that between the two promotion tools, only the gift can significantly increase customer delight. This study demonstrates the importance of understanding the concept of surprise according to different industries. It also points to the importance of identifying the best methods to surprise customers, as different methods may lead to different results. © 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Abstract
Increasing digitalization has posed new challenges for businesses, and digital coupons are an important means of promoting their sales. However, there are still gaps in the literature on how they are distributed. The objective of this paper is to study whether the distribution of digital coupons through a referral program increases purchase intention and perceived quality towards a product. By conducting an experimental design, the results point out that consumer purchase intention increases if the recommendation is made by someone with a strong relationship and if a digital coupon is offered, and when the tie relationship is weak or no relationship, it does not vary significantly. On the other hand, the results showed that perceived quality does not vary with the offer of a digital coupon, regardless of the strength of the tie between the person who recommended and the consumer. Current research suggests that managers should use this information to design a digital coupon program tailored to the company’s objectives to retain and capture customers. This new approach to digital voucher distribution is one of the first to investigate their distribution, and their simultaneous use with a referral program. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.

Abstract

Abstract
What is the relationship between data science, statistics, and Civic Statistics? Are they symbiotic, or are they in conflict? A graphic on the homepage of the American Statistical Association (https://www.amstat.org/ASA/about/home.aspx?hkey=6a706b5c-e60b-496b-b0c6-195c953ffdbc) reads BIGTENT statistics+data science, indicating their intended direction of travel—statistics and data science need to live together. Products of data science (including social media) have transformed modern life. We outline the idea of disruptive socio-technical systems (DST)—new social practices that have been made possible by innovative technologies, and which have profound social consequences—and we point to some examples of technologies that are, or have capacity to facilitate DST. Civic Statistics aims to address pressing social issues, and data science has created new concerns and also new approaches to work on social issues. Here, we argue that this should go beyond simply addressing known problems, and should include empowering citizens to engage in discussions about our possible futures, including the regulation of potential and actual DST. These are exciting times; there are new approaches to knowing about and understanding the world, many of them associated with data science, and students need to engage with these important epistemological issues as a key element in Civic Statistics skills. Here, we relate features of data science to features of Civic Statistics, and to dimensions of knowledge relevant to Civic Statistics. From the viewpoint of Civic Statistics, we argue that we have a responsibility to prepare students for their roles as spectators (understanding the nature and potential of data science products in creating DST), and as referees (having a political voice about which DST are acceptable and unacceptable), and as players (engaging with data science for their own and others’ benefit). We elaborate on the skills needed for these roles. We argue that citizens should use ideas and tools from data science to improve their lives and their environments. © Springer Nature Switzerl and AG 2022.

Abstract
Ever since there has been an organized collection and use of data for informing decision making, there has been a debate about the extent to which these data have been put to the best use for improving social welfare in terms of general well-being of a community or an entire society. This chapter offers a contribution to that debate, showing how different facets of civic statistics can be translated into action that delivers social impact. We first introduce data movements and how they emerged as a response to the unmet need for data science services to scale social impact of nonprofit and governmental organizations. These movements focused on feasible hands-on projects which are simultaneously educational, impactful, and scalable. Their success is notable, and their operational model applicable in the context of formal educational organizations, as we show using two exemplary cases. The cases offer insights about how organizations can engage with society through civic action and applied data science to create new academic and training programs. Our intention is to share the lessons learned from the data movements and their interactions with educational institutions, also in the context of service-learning, to inspire others to create exciting, engaging educational programs with lasting social impact. © Springer Nature Switzerl and AG 2022.