The Millionaires Club: poised for growth in the United Arab Emirates

2014 ◽  
Vol 4 (4) ◽  
pp. 1-10
Author(s):  
Vimi Jham
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
United Arab Emirates ◽  
Service Industry ◽  
Service Marketing ◽  
Sales Promotion ◽  
Class Discussion ◽  
Content Type ◽  
Executive Training ◽  
Hospitality Sector

Subject area The case seeks an intensive reading, research and a stimulating in-class discussion on implementing marketing strategy mixed with creating experience in the service industry creating a Pull branding. The case is also open to other angles as per the other intents and context of the course and course instructor. Some of the course angles are as follows: sales promotion, customer relationship management (CRM), channel sales, international marketing and branding. Study level/applicability The case is suited to many courses including online formats and executive training workshops. It is good for discussion with service industry. Some of the target groups are listed below: MBA Course, core course of strategic management, specialisation courses in service marketing, CRM and sales promotion, executive training workshops on strategy formulations, faculty development workshops on teaching pedagogy through cases and internal marketing and capstone courses. Case overview Millionaires Holidays & Resorts Ltd. (MHRL) is a part of the Leisure and Hospitality sector of the Millionaires Group and brings to the industry values such as Reliability, Trust and Customer Satisfaction. Millionaires Club is a part of the Hospitality sector of the Millionaires Group. Taking advantage of the high income earned by Indians in the UAE, Millionaires Club has taken initiatives of expansion in the UAE market. The case talks about how Millionaires Club has become a Pull brand by providing unmatched family holiday experience in India where members feel proud to be part of special community. The case takes us through different marketing strategies being adopted by the organisation to ensure a successful foothold in the UAE market. Expected learning outcomes Understanding the process of service marketing, understanding how brands are built over time, analyzing deeply and energetically the United Arab Emirates holiday industry, analyzing the importance of customer satisfaction and CRM,, analyzing the importance of corporate social responsibility, understanding the importance of experiential marketing and developing futuristic ideas and thinking to change the way to see the use of marketing strategy in organisations. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

Innovation of SME service industry in Indonesia in improving customer satisfaction

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lim Sanny ◽  
Verencia Angelina ◽  
Bernando Budi Christian
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Quality Function Deployment ◽  
Service Industry ◽  
Air Conditioner ◽  
Sound System ◽  
Content Type ◽  
Strategic Option ◽  
Technical Requirements ◽  
Research Company

Purpose Small-medium enterprise (SME) service industry is an industry that continues to experience growth in developed and developing countries, including Indonesia. SME service industry that engaged in the service industry, namely, rental for generator set, air conditioner and sound system. In recent years, this SME has been experienced in declining in sales and getting some complaints from their customers. Many studies suggest that service quality and customer satisfaction are the key factors in the service industry. The purpose of this paper is to analyze the quality of service based on the customer’s perspective. Design/methodology/approach Data was collected using a combination of literature review, interview, brainstorming and questionnaires and analyzed by using importance-performance analysis (IPA) and quality function deployment (QFD) model. Findings This research resulted in nine technical requirements that allow the company to focus on these attributes to help the company enhance its customer satisfaction. Practical implications Based on the theory, applying service quality, IPA and also QFD will result in customer satisfaction. Practically the enhancement in customer satisfaction is not as easy as expected. Nowadays, customers always expect more and more and it is impossible to fully captured customers’ needs and always satisfy customers. Nevertheless, for this research company can understand their customers better, companies can evaluate their performances based on the customers’ perspective and know their customers’ needs. The company also know their strengths and weaknesses to allocate the resources and maximize their potential. Last but not least, the company is able to know their strategic priority that needs to be done for their better performance in the future to fulfill their customers’ needs and hope to enhance their customer satisfaction Originality/value A lot of research about customer satisfaction but still limited especially in the service industry in Indonesia using a combination of IPA and QFD model. So this research will give benefit for SMEs in Indonesia to allocate their resources more effectively by looking at the results of the four quadrants of IPA and house of quality (HOQ) framework can be used for a company as the references for their priority strategic option. Yet, to keep improving, the company recommended reviewing HOQ periodically.

scholarly journals Perceptions of Indian managers on the impact of convergent technologies on work and resultant organisational performance in service industry

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sanjeev Kumar ◽  
Prikshat Verma ◽  
Parth Patel ◽  
J. Irudhaya Rajesh
Keyword(s):  
Customer Satisfaction ◽  
Service Sector ◽  
Service Industry ◽  
Management Control ◽  
Organisational Performance ◽  
Content Type ◽  
Four Dimensions ◽  
Perceived Impact ◽  
The Impact ◽  
Practical Implications

PurposeThis research examines Indian service managers' perceptions on impact of convergent technologies on their work and resultant organisational performance. The research uses four dimensions – task productivity, task innovation, customer satisfaction and management control – taken together, to investigate the perceived impact of convergent technologies adoption in service organisations context and further examines the resultant organisational performance, based on these dimensions.Design/methodology/approachThe study used partial least squares (PLS) approach to evaluate the measurement model and the structural model. The study was conducted in service industry firms that have made a significant progression towards adopting convergent technologies.FindingsThe results of the study demonstrated higher levels of perceived impact of adoption of convergent technologies on all the four dimensions (i.e. task productivity, task innovation, customer satisfaction and management control). The results of the study also indicate that all the impact dimensions positively influence organisational performance.Research limitations/implicationsThe results of the study suggest that all the impact dimensions positively influence organisation, therefore the service sector managers should be aware about the role of adopting latest convergent technologies so as to enhance the task productivity, innovation, customer satisfaction and management control in their job roles.Practical implicationsThe practical implications of this research are derived on the basis of Future of Work, Labour Market Information Systems, Productivity, Enterprise Development, Enhancing skills of service employees and Employability themes.Originality/valueTo researchers best knowledge is to first study of its kind to evaluate the perceived impact of convergent technologies on organisational performance in Indian context.

The influence of Islamic attributes and religious commitments toward halal wellness services customer satisfaction and loyalty

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nurdin Sobari ◽  
Andyan Kurniati ◽  
Hardius Usman
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
User Satisfaction ◽  
Religious Commitment ◽  
Experiential Marketing ◽  
Content Type ◽  
Goods And Services ◽  
Customer Preferences ◽  
Practical Implications ◽  
Customer Satisfaction And Loyalty

Purpose This study aims to analyze the behavior of Indonesian Muslim consumers toward halal wellness services, especially to determine the effect of Islamic attributes providing halal wellness services and customer religious commitment as a moderating variable on customer satisfaction and loyalty. Design/methodology/approach The study was carried out by surveying 260 respondents from 13 Muslim salon outlets in the Jabodetabek area as research samples. Furthermore, a quantitative approach with moderated regression analysis is used as an analytical tool to test the research hypothesis. Findings The study found that embedding Islamic attributes in a halal service correlated positively with customer satisfaction. Four of the six dimensions of Islamic attributes that provide halal wellness services have a significant influence on customer satisfaction and loyalty. In addition, it was found that the moderating effect of religious commitment variables was only significant on two Islamic attributes, namely, Muslim goods and services and halal labeled products. Research limitations/implications This study was conducted with samples taken from only one brand of muslimah salon in Jabodetabek area. So that generalization needs to be done with caution. Practical implications The paper includes implications for the marketing strategy of halal wellness services industry including the importance of experiential marketing strategy, the moderation between fiqh law compliance and customer convenience and the service customization based on customer preferences. Originality/value This paper gives an understanding of the behavior of halal wellness service users on how halal service attributes affect user satisfaction and loyalty.

scholarly journals Marketing strategy in Britain’s mainline railways, 1923-1938

2017 ◽  
Vol 9 (4) ◽  
pp. 425-450 ◽  
Author(s):  
Hiroki Shin
Keyword(s):  
Marketing Strategy ◽  
Interwar Period ◽  
Design Methodology ◽  
Road Traffic ◽  
Service Marketing ◽  
General Development ◽  
Content Type ◽  
Marketing Alliance ◽  
Big Four ◽  
Contemporary Context

Purpose This paper aims to reassess the marketing strategy of Britain’s Big Four railway companies during the interwar period to locate railway marketing in the broader context of railway business and the general development of service marketing in Britain. Design/methodology/approach By a detailed analysis of internal company records, this paper discusses three aspects of railway marketing: the development of marketing departments within the companies, the control of marketing expenditure and the industry-wide marketing alliance. The three areas of railway marketing are examined by way of comparing them with the corresponding situations in other British industries. Findings It reveals the relatively advanced state of railway companies’ marketing in the contemporary context. Furthermore, a series of re-organisations are interpreted as a response to the inter-modal competition from road traffic. Originality/value By characterising railway marketing in the interwar period as part of the industry’s rear-guard battle in the competitive travel market, in which railways were clearly losing out to road traffic, the paper provides a perspective that enables to understand how the “golden age” of railway marketing coincided with the railways’ decline in the passenger business.

scholarly journals SERVICE MARKETING, VALUE CO-CREATION AND CUSTOMER SATISFACTION IN THE AIRSOFT INDUSTRY: CASE OF A TECHNOLOGY-BASED FIRM

2018 ◽  
Vol 16 (0) ◽  
pp. 94-107 ◽  
Author(s):  
Marek Szarucki ◽  
Gabriela Menet
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Value Creation ◽  
Customer Value ◽  
Service Marketing ◽  
Comprehensive Analysis ◽  
Strategy Implementation ◽  
Scientific Publications ◽  
Study Results

The main objective of the paper is to examine whether offering a co-creation opportunity as a part of service marketing strategy influences customer value creation and satisfaction in the airsoft industry. Our study uses a case study of a technology-based firm from the airsoft industry which operates internationally. The methods employed included statistical analyses based on the data collected through a survey of the technology-based company customers (n=178). Coefficients of Spearman and Kendall were used to examine the correlations between respondents’ particulars and elements influencing customer satisfaction. The study results reveal that there are different drivers involved in the marketing strategy of value co-creation and customer satisfaction, and some of them have a stronger impact on target customers. The research contributes to the present scientific publications by adding a comprehensive analysis of users’ value co-production as part of a successful marketing strategy implementation by a technology-based firm. The study emphasizes the need for more empirically grounded support for the management of value co-creation processes incorporated in firm’s marketing strategy.

Strategic management in cartelized environment: case of Hisham Packaging, Dubai

2016 ◽  
Vol 6 (2) ◽  
pp. 1-16
Author(s):  
Mohammed Laeequddin ◽  
K. Abdul Waheed
Keyword(s):  
Strategic Management ◽  
United Arab Emirates ◽  
Automobile Industry ◽  
Business Strategy ◽  
Swot Analysis ◽  
Service Industry ◽  
Subject Area ◽  
Sales Manager ◽  
Content Type ◽  
B2b Marketing

Subject area Business-to-business (B2B) marketing, microeconomics and strategic management. Study level/applicability Target audience can be MBA students who are taking B2B marketing, microeconomics and strategic management courses. Case overview On 1 January 2015, Hamza joined Hisham Packaging, Dubai, United Arab Emirates (UAE) as the CEO. Hisham Packaging specialises in production of corrugated boxes of various sizes, both in plain and printed forms. Most of Hamza’s experiences have been in the automobile industry, where his focus was on Lean operations rather than marketing. After joining Hisham Packaging, he learnt that in service industry like printing and packaging, the business focus is more customer-oriented than process-orientated. In the packaging industry, each customer’s requirement is unique and customised with variety and small volumes. What was shocking to him was that there is an informal cartel arrangement among major corrugated box suppliers in the country and without the consent of the cartel members, he cannot take any major decision like expanding the business or accepting or dropping a customer. Hamza discussed the scenario with his sales manager Ahmad to see what strategy to adopt for the growth of the company. He was trying to figure out what next? Like any other newly joined CEO, Hamza also had plans to increase the market share and make the operations Lean. He quickly found that it would be difficult for him to make any major impact on the existing business due to the constraints and he needed a different strategic move to grow the company. Expected learning outcomes The outcomes include understanding of market dynamics, cartelization of companies based on market structure and strategy building. Students learn that an organization’s performance is just not dependent on how the managers plan, organize and control but it also depends on the competitors and customer’s strategies. Students learn how to apply strengths, weaknesses, opportunities, and threats (SWOT) analysis, Porter’s Five Forces analysis and PESTEL analysis in developing business strategy. Supplementary materials Teaching note is attached. Subject code CSS 8: Marketing

Americana Group: KFC in Mecca

2015 ◽  
Vol 5 (3) ◽  
pp. 1-10
Author(s):  
Melodena Stephens Balakrishnan
Keyword(s):  
Middle East ◽  
Marketing Strategy ◽  
International Business ◽  
Best Practice ◽  
Service Industry ◽  
High Volume ◽  
Local Market ◽  
Theoretical Frameworks ◽  
Content Type ◽  
Key Skills

Subject area Marketing, Strategy, International Business. Study level/applicability Post-Graduates' classes. Case overview This case focuses on the particularities of the Kentucky Fried Chicken (KFC) restaurant run by the Americana Group in Mecca, in the Kingdom of Saudi Arabia. It allows students in the service industry, and especially those interested in the quick service industry to understand some of the challenges of operating in a market with high volume and other specific local market conditions. Perhaps, it will also allow those organizations wishing to enter into emerging markets to realize that globalization does not mean standardization of all practices but rather values. Expected learning outcomes On completion of utilizing the case study as an exercise, students should be able to develop: Case-specific skills: critically examine the importance of the international business and marketing strategy in the Middle East and demonstrate this by analyzing real regional/ world examples using complex theoretical frameworks; identify examples of best practice and explain the dynamics toward international business and marketing strategy with reference to a range of theoretical models; and apply these in a meaningful way to the Middle East North Africa region. Discipline-specific skills: synthesize and critically evaluate a corpus of academic literature and government reports on international business and marketing strategy; and link international business and marketing strategy concepts and theories to real regional/world examples. Personal and key skills: reflect on the process of learning and undertake independen/self-directed learning (including time management) to achieve consistent, proficient and sustained attainment. Work as either a participant or a leader of a group and contribute effectively to the achievement of objectives in the field of international business and marketing strategy. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

ZealVita: winning marketing formula

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Surya Mahadevan ◽  
Jayanthi Thanigan ◽  
Srinivasa Reddy
Keyword(s):  
Marketing Strategy ◽  
Market Share ◽  
Product Formula ◽  
Sales Promotion ◽  
Executive Education ◽  
Content Type ◽  
Power Product ◽  
Academic Level ◽  
Product Manager ◽  
General Experience

Research methodology The case is written based on general experience. Case overview/synopsis Zealvita is a challenger brand to NutriMalt in the white malted food drink (MFD) category. It has a product formula that compares favorably on taste and equally on nutrition. However, Zealvita is not able to translate the power product formula to a winning market formula. Drawing on its legacy and strong adoption route, NutriMalt built a dominant 88% market share in the White MFD category. The market rule of “disproportionate market share for the leading brand” applies with inexorable force in MFD. Smarting at the low market share, Zealvita is in search of a marketing strategy to create churn. Rajiv Product Manager of Zealvita believes that consumer sales promotion of a higher order and at a higher frequency than what is normal can tilt the scales. From Zealvita’s perspective is there a strategic advantage in operating consumer promotion? Is it safe to assume that NutriMalt will not retaliate with consumer promotion? Can consumer sales promotion be sustained at planned frequency? What is the logic in a continuous consumer promotion program? Complexity academic level This case can be used at the post-graduate level in the Marketing Strategy course or in a course that has a sales promotion management or competition management segment. This case is also appropriate for use in executive education programs. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

Al Junaid industrial group: exploring business development strategies during COVID-19 pandemic

2021 ◽  
Vol 11 (2) ◽  
pp. 1-20
Author(s):  
Muna Saeed Al Suwaidi ◽  
Syed Zamberi Ahmad
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
United Arab Emirates ◽  
Air Conditioning ◽  
Business Management ◽  
Business Environment ◽  
Basic Knowledge ◽  
Market Demand ◽  
Content Type ◽  
Industrial Group

Learning outcomes Expected learning outcomes are as follows: to understand the nature of heating, ventilation and air conditioning (HVAC) manufacturing industries based on Al Junaid Industrial group when considering entering such businesses. To understand how unexpected short-term shocks such as a global pandemic may require long-term changes in a company’s outlook and planning. Discuss the marketing mix strategy that the Al Junaid Industrial group business products and services elements follow. To understand the competitiveness of Al Junaid group’s business environment and to identify the potential for business growth. To gain skills at developing a marketing strategy using the products, price, place and promotion model. Case overview/synopsis Al Junaid Industrial group is a small to medium-sized HVAC manufacturing company created over 12 years ago, in the United Arab Emirates. It has a production line company in the Sharjah industrial area with a capacity of 5,000 ft. The company not only manufactures air conditioning and its accessories but also provides installation and maintenance services. As for its international connections, it imports raw materials such as aluminum and exports air conditioning grills and accessories, offering installation services to many destinations, including Kazakhstan, Afghanistan, Uzbekistan and the Gulf Cooperation Council. The company has recently suffered a setback due to the COVID-19 pandemic. In March 2020 its net revenue and profits decreased by an average of 40%. As a result, Al Junaid Industrial group currently faces several internal and external challenges affecting its business performance such as high operating expenses, low market demand and stiff competition. Due to these challenges, this case study argues that Mr. Obaid Al Junaid, the Chief Executive Officer, should develop a new marketing strategy aimed at raising revenues to levels closer to those observed before the onset of the epidemic. Complexity academic level This case could be used in undergraduate and graduate classes of the business management field, as well as in development programs for managers in small to medium-sized enterprises (SME). Students (final year students of an undergraduate program for a bachelor’s degree) are expected to have a basic knowledge of Strategic management and business in general. It is preferred that the students have basic knowledge about small-to-medium businesses. Additionally, the managers in SME should be familiar with operational management, business management and marketing strategy and some of the challenges faced by managers in industrial businesses. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 11: Strategy.

Does managerial efficiency relate to customer satisfaction? The case of Parisian boutique hotels

2016 ◽  
Vol 10 (4) ◽  
pp. 455-470 ◽  
Author(s):  
Mustafeed Zaman ◽  
Laurent Botti ◽  
Tan Vo Thanh
Keyword(s):  
Customer Satisfaction ◽  
Customer Service ◽  
Service Industry ◽  
Vital Role ◽  
Data Set ◽  
Content Type ◽  
Managerial Efficiency ◽  
Hotel Managers ◽  
Boutique Hotels ◽  
The Relationship

Purpose The purpose of this study is to examine the relationship between the managerial efficiency and the customer satisfaction of Parisian boutique hotels by using the multi-criteria decision analysis (MCDA) methods. Design/methodology/approach In the first stage, hotels’ managerial efficiency is assessed by data envelopment analysis to establish which hotel has the most efficient performance. In the second stage, the customer satisfaction of these hotels is estimated by the ELECTRE (ELimination et Choix Traduisant la RÉalité) method to assess the hotel’s ability to satisfy their customers. Findings Empirical results show that there is an inverse relation between customer satisfaction and ability to maximise the Revenue per Available Room (RevPAR). In other words, trying to improve efficiency implies a reduction in guests’ satisfaction (and vice versa). Research limitations/implications Therefore, through this research the authors can realise that hotel managers should give more attention to customer service because it has a more direct and important impact on customer satisfaction. It also positively impacts on resource management. However, there are some limitations to this study. First, this study only focuses on 12 hotels. Because the data set is very confidential, it is very difficult to have a bigger sample. Then, the evaluation is based on 2014 figures only. It could be interesting to know their performance for previous years to understand their evolution. Finally, it is necessary to know the percentage of direct reservations for each hotel. For instance, if a hotel is relying too much on online travel agents (i.e. Booking.com, Expedia, etc.), it needs to pay a significant amount of commission to these companies. As a result, it could have a good RevPAR but might pay a huge commission (for example, 20 per cent for most of sites) at the end. In terms of perspectives, it is necessary to conduct a more extensive research to test the hypothesis in a different context. Additionally, the data were taken for a single period of time. It will be very interesting to create a panel of hotels and collect data over a period of time (Barros, 2005; Barros and Santos, 2006; Barros and Deike, 2008). This would enable to better understand the relationship between managerial efficiency and customer satisfaction in a long-term prospective. Originality/value This paper presents the relationship between the managerial efficiency and customer satisfaction in Parisian boutique hotels context. Study suggests that in service industry, increase of firm’s efficiency could negatively impact the guest satisfaction. Therefore, through studying the authors can realise that why hotel managers should focus on customer satisfaction, which attributes play the vital role in customer satisfaction and how to optimize their resources. One of the originalities of this paper is that the authors use the customers’ feedback from the UGC websites (Trip Advisor and Booking.com) as the performance evaluation indicators for customer satisfaction. The data are very confidential and hard to get.

Sign in / Sign up

Export Citation Format

Share Document