Furthermore, the literature on customer engagement supports the view that engaged customers may perceive higher quality because they customize the experience to their own needs to enjoy the special event more. A senior manager of a special event wishes to understand if customer motives encourage engagement with a special event. Further, this manager wants to know if customer engagement really improves perceived quality of special event and customer satisfaction. Finally, the manager wants to know if the effect of learning motive on customer engagement is different from the effect of excitement motive on customer engagement. This manager designed the below research model and asked his marketing research department to collect data to address these issues. As a part of the team, you have to analyse the data premised on hypothetical relationships the senior manager has developed and report the findings to him. The senior manager expects you provide him with a brief outline of what was done with the data and why. Further, he expects to have the results presented in a format that he can simply understand. He also wishes to have some recommendation of how to act on the basis of findings.