primary gambling activity?–RQ2: does customers’ satisfaction with dealers differ from that with staff in the food court? –RQ3: does customers’ satisfaction with daytime staff differ from that of evening staff?–RQ4: does frequency of visits affect customer satisfaction with casino staff?–RQ5: does satisfaction with casino staff differ across customer income groups?•Note that some RQs can be categorized into different components7/28/201616Make sure that your variables and RQs are sensible•How notto phrase RQs (examples from the past)–Is there a difference between the amount of fast food consumption and decision of what fast food is consumed?–Does the amount of children under 5 in a household differ from the amount of fast food consumption?•Problem with these examples? You cannot compare apples and oranges. 7/28/201617In what sense asking these questions helps us “better understand” the consumer attitude/behavior we are trying to study•We are able to understand factors that influence consumer attitude/behavior•Gain an understanding of the relevant importance of these factors•Identify any gaps that exist•Managerial implication– Targeting–Identify key factors that require the company to put more effort behind7/28/201618
Lecture 27Example•Say if we find customers are more satisfied with black jack dealers than poker dealers (RQ1 on slide 15), we can then report the finding to Crown, which can in turn look into why that is the case. Maybe the poker dealers are doing something wrong•If satisfaction differs by customers’ gender, the company needs to consider re-training the staff to better serve customers of a particular gender7/28/201619What is an analytical model or framework?20•a set of concepts or constructs related in a specified manner to represent the main phenomenon underlying the MRP you are trying to investigate•The model needs to represent both the key concepts/constructs and the important relationships between them (especially the ones you are studying)•In actual research project, a model guides your formulation of RQsHow do I come up with an analytical model?21•Determine the key process and relationships you need to investigate in the MRP•Find one in the wilderness (read: prior research on the subject) (more on this next week)•Or you can create your own through abstraction and conceptualization (read: make one up)•For the same phenomenon, different researchers could come up with very different models
Lecture 28A model to represent the study on customer satisfaction at Crown Casino22Customersatisfactionat CrownBettingoptionsStaffEntertain‐mentCustomerDemo.CustomerTypeBlack jackroulette…FriendlinessFunction…ShoppingcinemaDiningAgeIncomeGenderBy Freq.