115.109 Report ntroduction to Business Data Analysis代写
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115.109 Report ntroduction to Business Data Analysis代写
115.109 Report
This is an individual or group of two assignment, due before midnight on Monday
September 18 th . It is worth 20% of the final mark.
Learning Outcomes Assessed:
1. Outline how data can be converted into meaningful information, and patterns and opportunities
recognised within that data.
2. Identify how information can be interpreted to inform and improve business decision-making.
“… customer engagement (CE) represents a strategic imperative for generating enhanced
corporate performance, including sales growth … and profitability (Voyles 2007)” (Brodie,
Hollebeek, Jurić and Ilić, 2011: 252). Understanding customer recommendations to others is
one optjon for increasing the size and value of the consumer base; another is to increase
customer satisfaction. However, the academic literature is mixed on the relationship between
satisfaction, loyalty and shopper behaviour (Esbjerg et al., 2012).
Write a report on the arguments for and against measuring and attempting to increase
customer satisfaction and word-‐of-‐mouth recommendations for a particular retail store. For
this report you may use a supplied dataset for Countdown stores in Glenfield Auckland, or
data for other stores that are available to you. (If you choose to use a different dataset, you
must ensure that you have permission from the retailer to report on the data, and can
adequately describe how the data was collected – this can be placed in an appendix.)
Using this data, assess and describe how apparently satisfied customers for a particular store
are, and whether this might lead to loyalty and/or recommendations. Consider the source and
quality of your data to determine how confident you can be in assessing that loyalty and
recommendation. Make suggestions on how satisfaction, loyalty and customer
recommendations could be increased, and how these could be measured.
Justify your answers by citing relevant academic literature on retail customer satisfaction,
delight and the Net Promoter Score using articles published in academic journals). Some
examples are listed below – you can use these to help you get started, or your own selection of
academic articles. The 2012 article by Esbjerg et al might be a good place to start, but as a
conceptual article it reviews the contributions by others rather than providing definitive
answers in itself.
The maximum word count is 1500 words. The word count excludes an Executive Summary,
the references section, and anything in an appendix. (Please note: material included in an
appendix should not be an important part of your answer.) For hints on how to cite
references, and structure a report, see the Course Guide and consult with the Learning
Consultants at your nearest campus, or see the online resources at Online Writing and
Learning Link (OWLL: see http://owll.massey.ac.nz/index.php, particularly Report / Business
Report Assignment types and Referencing).
Groups (if any) must be organized by the students, comprise no more than two members, and
the same mark will be given to both students unless I am informed that one member
contributed substantially less than the other. Only one submission per group.
Some readings to help you get started:
115.109 Report ntroduction to Business Data Analysis代写
Bendle NT, Bagga CK (2016) The Metrics That Marketers Muddle. MIT Sloan Management
Review, March 15 http://sloanreview.mit.edu/article/the-‐metrics-‐that-‐marketers-‐
muddle/
Bloemer J, Odekerken-‐Schroder G. 2002. Store satisfaction and store loyalty explained by
customer-‐ and store-‐related factors. Journal of Consumer Satisfaction, Dissatisfaction and
Complaining Behavior, 15, 68-‐80.
Brodie RJ, Hollebeek LD, Jurić B, Ilić A (2011) Customer Engagement: Conceptual Domain,
Fundamental Propositions, and Implications for Research. Journal of Service Research
14(3), 252-‐271. DOI: https://doi.org/10.1177/1094670511411703
Bridson K, Evans J, Hickman M. 2008. Assessing the relationship between loyalty program,
store satisfaction and store loyalty. Journal of Retailing and Consumer Services, 15(5), 364-‐
374.
Danaher PJ, Sajtos L, Danaher TS. 2016. Does the reward match the effort for loyalty program
members? Journal of Retailing and Consumer Services, 32, 23-‐31.
Esbjerg L, Jensen BB, Bech-Larsen T, de Barcellos MD, Boztug Y, Grunert KG. 2012. An
integrative conceptual framework for analyzing customer satisfaction with shopping trip
experiences in grocery retailing. Journal of Retailing and Consumer Services, 19(4), 445-456.
Keiningham TL, Cooil B, Andreassen TW, Aksoy L. 2007. A Longitudinal Examination of Net
Promoter and Firm Revenue Growth. Journal of Marketing. 71(3), 39-‐51.
Knox SD, Denison TJ. 2000. Store loyalty: Its impact on retail revenue. An empirical study of
purchasing behaviour in the UK. Journal of Retailing and Consumer Services, 7(1), 33-‐45.
Kumar V, Shah D. 2004. Building and sustaining profitable customer loyalty for the 21st
century. Journal of Retailing, 80(4), 317-‐329
Leenders, MAAM, Smidts A, El Haji A. 2016. Ambient scent as a mood inducer in supermarkets:
The role of scent intensity and time-pressure of shoppers. Journal of Retailing and Consumer
Services, (not yet published: online proof).
Macintosh G, Lockshin LS. 1997. Retail relationships and store loyalty: A multi-‐level
perspective. International Journal of Research in Marketing, 14(5), 487-‐497.
McGoldrick PJ, Andre E. 1997. Consumer misbehaviour: promiscuity or loyalty in grocery
shopping. Journal of Retailing and Consumer Services, 4(2), 73-‐81.
Olsen SOJ. 2002. Comparative evaluation and the relationship between quality, satisfaction,
and repurchase loyalty. Journal of the Academy of Marketing Science 30, 240-‐249.
Reichhald FF. 2003. The one number you need to grow. Harvard Business Review, December,
1-‐10.
Sirohi N, McLaughlin EW, Wittink DR. 1998. A model of consumer perceptions and store
loyalty intentions for a supermarket retailer. Journal of Retailing, 74(2), 223-‐245.
Voyles B. 2007. Beyond Loyalty: Meeting the Challenge of Customer Engagement. Economist
Intelligence Unit
http://graphics.eiu.com/files/ad_pdfs/eiu_AdobeEngagementPt_I_wp.pdf
115.109 Report ntroduction to Business Data Analysis代写
