to identify and study the key drivers of customers satisfaction with Crown

To identify and study the key drivers of customers

This preview shows page 13 - 16 out of 18 pages.

: to identify and study the key drivers of customers’ satisfaction with Crown Casino Components (i.e., what the drivers are) To investigate whether customers’ experience with Crown’s service influences their overall satisfaction To study whether the type of of gaming customers engage in affect their overall satisfaction with the casino To investigate the difference in satisfaction across customers of different socio-demographic groups To investigate the difference in satisfaction across customers of different consumption profile (e.g., casual vs. frequent gamblers; local vs. international gamblers) 37 Recap – Analytical Model 38 Customer satisfaction at Crown Experience with service Type of gaming Socio‐ demographic segments Consumption profile Friendlin‐ ess Profession ‐alism Timelines‐ s Black Jack Roulette Age Gender Income Spending Frequency Recap - RQs RQ1: Is there an association between customers’ perception of service staff’s friendliness and their overall satisfaction with Crown? RQ2: Is there an association between customers’ perception of service staff’s professionalism and their overall satisfaction with Crown? RQ3: Does customers’ overall satisfaction with Crown differ between those who perceive service to be fast and those who perceive service to be slow ? 3/14/2019 39
Image of page 13
Lecture 2 14 Recap – what is the managerial implication of these RQs (or why do we care?) We are able to identify factors that influence consumer attitude/behavior Gain an understanding of the relative importance of these factors Identify any gaps that exist Managerial implication Identify key factors that require the company to put more effort behind – Targeting 3/14/2019 40 The next step in the research process: research design 41 Step 1: Defining the Problem Step 2: Developing an Approach to the Problem Step 3: Formulating a Research Design Step 4: Doing Field Work or Collecting Data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report What is Research Design Think of it as different research methods/resources to help you answer your research questions (RQs) (e.g., conducting survey via questionnaire, running lab experiments) Some types of research designs could also help you come up with research questions (RQs) (e.g., researching previous literature) 42
Image of page 14
Lecture 2 15 43 Research Design categorized by function Exploratory Research Design Conclusive Research Design Research Design Secondary Data Qualitative Research Ambiguous problem Provide insight Info defined loosely Process flexible Small sample Results tentative 44 Research Design categorized by function Exploratory Research Design Conclusive Research Design Research Design Hypothesis testing Info clearly defined Process formal Large sample Results conclusive Descriptive Research Causal Research More on Conclusive Research Design Descriptive Research Main objective Describe market characteristics or function Example Develop a profile of target market – Answer relational
Image of page 15
Image of page 16

You've reached the end of your free preview.

Want to read all 18 pages?

  • Two '16
  • Exploratory research

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes