115.109 Report ntroduction to Business Data Analysis代写

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