個案資料
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Shiva Tourist Dhaba: Managing Customer Loyalty
內容大綱
In 2014, the owner of Shiva Tourist Dhaba, a highway restaurant specializing in authentic Indian cuisine, faced a pressing decision. The business had been successful since opening in 1995, but it now faced intense competition. The owner was working with a marketing research team in pursuit of two objectives: to gain insight into customer loyalty and to decide on his restaurant’s positioning strategy. After conducting a survey of restaurant customers, the marketing research team needed to determine the tool that would best analyze the data to help resolve the issues facing the restaurant owner.
學習目標
This case is ideal for MBA courses in advanced marketing research, business research methods, advanced marketing management, management information systems, and management science. After completing the case, students should be able to<br><ul><li>use primary and secondary data in decision making;</li><li>understand the need to gain insight into the profile of market segments;</li><li>differentiate between market segments to implement the most effective strategies;</li><li>understand the concept and application of discriminant analysis;</li><li>follow the various steps involved in the process of discriminant analysis; and</li><li>interpret the results of discriminant analysis.</li></ul>