RQ2 does customers satisfaction with dealers differ from that with staff in the

Rq2 does customers satisfaction with dealers differ

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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 components 7/28/2016 16 Make sure that your variables and RQs are sensible How not to 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. 7/28/2016 17 In 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 behind 7/28/2016 18
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Lecture 2 7 Example 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 gender 7/28/2016 19 What 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 RQs How 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
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Lecture 2 8 A model to represent the study on customer satisfaction at Crown Casino 22 Customer satisfaction at Crown Betting options Staff Entertain ment Customer Demo. Customer Type Black jack roulette Friendliness Function Shopping cinema Dining Age Income Gender By Freq.
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