![]() ![]() ielts-readingīut unfortunately for companies operating on-hold lines, men and women have different ideas about what music is ‘fun’. So maybe time does tend to fly when you’re having fun, even if you’re on musical hold,’ Kellaris joked. ‘The more positive the reaction to the music, the shorter the waiting time seemed to be. ![]() ![]() ‘The rock music’s driving beat kind of aggravates people calling customer assistance with a problem,’ said Kellaris. Rock was the least preferred across both gender groups and produced the longest waiting time estimates. In general, classical music evoked the most positive reactions among males light jazz evoked the most positive reactions (and shortest waiting time estimates) among females. This may be related to differences in attention levels and musical preferences. Among the females, the wait seemed longest when classical music was played. Among the males, the wait seemed shortest when classical music was played. Kellaris’ other findings, however, make the state of musical hold a little less firm: time spent ‘on hold’ seemed slightly shorter when light jazz was played, but the effect of music format differed for men and women. Second, males and females were less polarised in their reactions to this type of music. First, it did not produce significantly more positive or negative reactions in people. The kind of music they’re playing now, alternative, is probably their best choice. He did find some good news for the client who hired him. The actual wait in the study was 6 minutes, but the average estimate was 7 minutes and 6 seconds. No matter what music was played, the time spent ‘on hold’ was generally overestimated. But Kellaris’ conclusions may hold some distressing news for companies. Service providers, of course don’t want you to have to wait on hold, but if you do, they want it to be a pleasant experience for you. Their reactions and comments were also solicited and quantified by the researchers. They were then exposed to ‘on-hold’ music via headsets and asked to estimate how long it played. Participants were asked to imagine calling a customer assistance line and being placed on hold. The sample included individual consumers, small business and large business segments. ![]() Light jazz, classical, rock and the company’s current format of adult alternative (a mix of contemporary styles) were all tested. The researchers tested four types of ‘on-hold’ music with 71 of the company’s clients, 30 of them women. Kellaris, who has studied the effects of music on consumers for more than 12 years, teamed with Sigma Research Management Group to evaluate the effects of ‘hold music’ for a company that operates a customer service line. The question is: do you hang up or do you keep holding? That may depend on your gender and what type of music is playing, according to research reported by University of Cincinnati Associate Professor of Marketing, James Kellaris. Call almost any customer service number, and you can expect to hear at least a few bars of boring elevator music before an operator picks up. Nearly all of us know what it’s like to be put on ‘musical hold’. Please Hold The Line IELTS Reading Academic with Answers
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