SHIVA TOURIST DHABA - MANAGING
CUSTOMER LOYALTY
Q-1) In this study what were the primary objectives of the Marketing
Research Team?
The primary objectives of the marketing research team were twofold :
● To gain insight into customer loyalty: To understand the customer’s
preferences and analysing the variables which make the customers loyal
towards the restaurant. Therefore, screening of customers needs by
marketing research team will help to categorise customers into :
★ Low loyalty visitors: who visited 1-3 times
★ Medium loyalty visitors: who visited 3-5 times
★ High loyalty visitors: who visited more than 5-times
● To decide on the restaurant's positioning strategy: Market competition has
intensified and as a result the restaurant was facing intense competition.
Therefore, the marketing research team will collect data and use marketing
tools to help Yadav decide on the appropriate positioning strategy for the
highway restaurant to tackle competition and have an edge over others.
Yadav was not sure about how he could position his restaurant and gain
loyalty.Therefore,Yadav with the help of a market research team,wanted to
conduct a research for analyzing the profile of the customers.
Q-2) How can marketing researchers gain insight into the value propositions
and insight that can lead to high customer loyalty?
The market research team was hired by Yadav for gaining insights into customer
loyalty. As mentioned in the case, the market researchers can gain insight into the
This study source was downloaded by 100000899606070 from CourseHero.com on 06-16-2025 06:00:27 GMT -05:00
https://www.coursehero.com/file/125995666/Shiva-Tourist-Dhabba-Managing-Customer-Loyaltydocx/
CUSTOMER LOYALTY
Q-1) In this study what were the primary objectives of the Marketing
Research Team?
The primary objectives of the marketing research team were twofold :
● To gain insight into customer loyalty: To understand the customer’s
preferences and analysing the variables which make the customers loyal
towards the restaurant. Therefore, screening of customers needs by
marketing research team will help to categorise customers into :
★ Low loyalty visitors: who visited 1-3 times
★ Medium loyalty visitors: who visited 3-5 times
★ High loyalty visitors: who visited more than 5-times
● To decide on the restaurant's positioning strategy: Market competition has
intensified and as a result the restaurant was facing intense competition.
Therefore, the marketing research team will collect data and use marketing
tools to help Yadav decide on the appropriate positioning strategy for the
highway restaurant to tackle competition and have an edge over others.
Yadav was not sure about how he could position his restaurant and gain
loyalty.Therefore,Yadav with the help of a market research team,wanted to
conduct a research for analyzing the profile of the customers.
Q-2) How can marketing researchers gain insight into the value propositions
and insight that can lead to high customer loyalty?
The market research team was hired by Yadav for gaining insights into customer
loyalty. As mentioned in the case, the market researchers can gain insight into the
This study source was downloaded by 100000899606070 from CourseHero.com on 06-16-2025 06:00:27 GMT -05:00
https://www.coursehero.com/file/125995666/Shiva-Tourist-Dhabba-Managing-Customer-Loyaltydocx/
