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Some reasons for using a case study approach
Some reasons for using a case study approach
Illustrative case study method
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Ramada Demonstrates Its Personal Best - A Case Study
Ramada, like most mid-tier hotels, had become stagnant in customer service ratings. Management of Ramada Franchise Systems (RFS) knew that it was only a matter of time before ratings began to drop and true problems developed. RFS knew it was time to address the situation at hand. In doing so, RFS went to some of the leaders in customer service – Disney, Southwest Airlines, and Carlson Hospitality.
RFS knew up front that one of the largest obstacles was the fact that hiring processes varied from property to property, yet were eager to learn how to employ the right people and how to motivate those individuals. In planning, RFS wanted to include the “face-to-face employee input” with regard to hiring, training, and motivation.
To begin their approach, RFS must address the Management-Research Question Hierarchy to properly identify their dilemma and develop the management, research, investigative, and measurement questions. Based on the D. K. Shifflet survey of customer satisfaction, RFS could accurately state their management dilemma as increasing customer satisfaction at their many properties.
With the dilemma stated, the management question would be how do we increase customer satisfaction? Research questions, which are the objective of the research study, would include – what can management do to improve customer satisfaction, how is employee attitude and motivation connected to customer satisfaction, should we add employee incentives to reward increased customer service ratings, and should we modify hiring and training procedures?
The next step is determining the information decision makers need to know and answer to arrive at a conclusion – the investigative questi...
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...they preferred smaller, more frequent rewards. Ramada property management now uses an interactive, multimedia training CD that is self-paced that employees find more interesting and effective. Rewards now consists of smaller items that reflect the employees’ daily lives and personal time.
The research and changes to policy have been successful for Ramada, as service ratings show an increase and employees are cashing in more rewards each year.
References
Disney Institute (2007). Our Story. Retrieved May 9, 2008, from http://www.disneyinstitute.com/OurStory.cfm
Polaris Marketing Research (2008). Marketing Research Process: An Overview. Retrieved May 8, 2008, from http://www.polarismr.com/edctr_overview.html
Zikmund, W. G. (2000). Exploring Marketing Research. Retrieved May 8, 2008, from www70.homepage.villanova.edu/hae-kyong.bang/03-mktg%20rsch%20process.PPT
High levels of customer satisfaction will not guarantee future sales, but are more likely to result in repeat future sales than indifferent or poor customer service. Moreover, satisfied customers are more likely to try out other products/services in the firm’s range, or recommend it to friends and family. Build on customer loyalty Customer loyalty is valued highly by most businesses and can be
Marketing research is the systematic design, collection, analysis, and reporting of data and its findings relevant to the specific marketing situation that a company faces (Kotler, 2012). By researching the motorcycle rider, Allstate is able to identify who they are and what they experience. In 2008, Allstate conducted a “Who’s Behind the Helmet” survey. They defined their qualifications as a motorcycle owner who is 18 years of age or older with an income of $50,000 or more. (Floyd, 2008). The 500 person sample size produced insightful and interesting details for Allstate. Jeff...
Being employed as a purchasing clerk and a sales support at the Furniture Outlet has given me the opportunity to fully understand how the presence of certain reward compromise or programs helps to form a viable workplace for both an employer and an employee and also the organization as a whole. Given the tasks and expectations that are to be achieved as a purchasing clerk, I often find myself thinking about how the work is to be done and in what ways can it be done suffic...
In order to continue to thrive and compete at its highest level and potential, we decided to put a total rewards program in place. Rewards programs will help engage employees and bring out their competitive spirit. If employees continue to receive rewards for their hard work, they will continue to work harder. This rewards program will also build the level of trust between the employees and managers. When employees receive rewards for their hard work, they feel valued at the company that employs them. When they feel valued at work, then their morale is at a high level. The sales associates that have a high level of morality often get more sales. These increased sales are the foundation of the success of the company. This not only will give us a competitive edge, but it will also create a pleasant work environment. A total rewards programs will help benefit both the company and the staff ("About T-Mobile Usa, Inc.",
Reward and recognition has to be promoted for small and large achievements. An effective reward’s program keeps employees engaged, dedicated, and committed to the organization.
This method also empowered the employees giving them an opportunity to increase their skill levels and an opportuni...
Organizations who receive the reward get national recognition, as well as the benefits which are associated with it. Such as: Improved reputation with stakeholders, bolsters consumer loyalty, Improved market share vs competitors and setting the standard for performance excellence in
Wilson, T. B. (1999). Rewards that drive high performance. Retrieved online February 18, 2007, from: http://www.wilsongroup.com/ecr/case/SouthwestAirlines.pdf.
Many scholars believe that customer satisfaction has a crucial role in the success of a business, and is pivotal in increasing the overall profitability of the business (Kotier, 1991). Customer value is gained through the experience they receive from the goods or purchases they have obtained from a certain business. Customer value has various definitions and concepts, Holbrook (1999) stated that it is a kind of “interactive, mutual, and preferred experience”; but simply said, “the term customer value has many meanings.”
Customer satisfaction is a key ingredient to the success of any business.It is the most important factor that creates repeated customers. Some people know it but do not realize its importance. If a customer of yours is satisfied with one of your products or services, chances are this customer will purchase more of your products or services, which will increase your revenue. Therefore, in order to have your new or existing customers buy more from you, you will have to follow techniques that work. Customer satisfaction takes a very important place in Marketing. As much as you think that your marketing strategies should help you generate sales, think about how the same marketing strategies could help you achieve Customer satisfaction. There are a lot of elements involved with Customer satisfaction.
Malhotra, N.K., 2002. Basic Marketing Research: A Decision-Making Approach. Upper Saddle River, New Jersey.: Prentice Hall.
Briefly it is a systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company, allows management to make the changes necessary for better results through adopting a proactive approach. Therefore, if a company wants to know what type of products or services would be profitable it should make a market research. Furthermore, a comprehensive research will enable the company to know about the product imperfections (if there are) and to know if it has been able to satisfy customers’ needs. It attempts to provide accurate information that reflects a true state of affairs. Due to market research the company can formulate a viable marketing plan and estimate the success of its existing plan. There are two main sources of marketing research information:
Grover, R & Vriens, M 2006, The handbook of marketing research: Uses, misuses, and future
Kotler, P., & Keller, K. (2012). Marketing management (14th ed., Global ed.). Boston, [Mass.: Pearson.
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