CASE ANALYSIS ON

SHIVA TOURIST DHABA: MANAGING CUSTOMER LOYALTY

Marketing Management-II

Term: 2

Group: 4

Submitted to: Prof Nirmal Bandyopadhyay

Batch: FMG-31
Section: A
Session: 2022-2024

Submitted by:

Aman Gupta-311026
Kririk Sehgal-311027
Lakshay Nagpal-311028
Mridul Vashishth-311029
Anant Sagar-311031
Navendu Agarwal-311032
 ACKNOWLEDGEMENTS

This assignment has become a reality with the kind support and help of many individuals.
We, as a group, would like to extend our sincere thanks to all of them.
Foremost, we would like to extend our special thanks to Professor Nirmal Bandyopadhyay
who gave us a golden opportunity to work on the delightful assignment to understand the
case of Shiva Tourist Dhaba: Managing Customer Loyalty.

We would also like to thank our classmates who have provided their valuable suggestions on
our report which gave us immense inspiration to improve the quality of the assignment.

Above all, we feel indebted to our families and friends for their continuous support.

Finally, we would also like to expand our appreciation to all those who have directly and
indirectly guided us in writing this assignment.
 Shiva Tourist Dhaba: Managing Customer Loyalty

Assignment Questions:

1. In this study what was the primary objectives of the Marketing Research
Team?
2. How can marketing researchers gain insight into the value propositions
and insights that can lead to high customer loyalty?
3. Comment on the problem formulation and research design in the context
of Shiva Tourist Dhaba?
Q2. How can marketing researchers gain insight into the value propositions
and insights that can lead to high customer loyalty?
To gain insight into customer loyalty: -
1. By carrying out surveys
2. Feedback following dinner
3. If you like the services, post social media stories (tag the Dhaba)
4. Direct interaction with clients
5. Grouping customers into low-, medium-, and high-loyalty visitors

To decide on the restaurant's positioning strategy

Information was gathered on elements including advertising, cost, location, the calibre
of the food, and the level of service, among others.
Data collection methodology: Asking consumers to complete a survey (Convenience
sampling)
1. Scaling qualitative data correctly (1- Very Unsatisfied, 3- Neutral, 5- Very Satisfied).
2. Data regarding the number of customers who frequent those stores, the pricing, the
classification of those restaurants, the quantity offered, and other factors are being
gathered from their rivals.
 Independent Variable:
1. Cost (Price)
2. Quality of Dhaba
3. Service of Dhaba
4. Variety of shops within Dhaba premises (Hypermarket)
5. Promotion
 Dependent Variable:
1. Loyalty of Customer
2. To Construct the Right Hypothesis
3. Feedback Collection from High Loyalty Customers
Value propositions and offerings: -
1. Almost 24-hour service (21 hours).
2. A point of view of quality service
3. Best serve vegetarian cuisine
4. Innovative dishes
5. All types of sitting arrangements (special provision of halls)
6. Small stall availabilities providing a good experience.

 Shiva Dhaba can offer drive-through services Shiva Dhaba can offer
drive-through services
 There should be a play area for children. Small rides do appeal to
children
 They can have some alluring international competitions, such as
consuming this amount of food in this amount of time, with food
provided
 Customers' ongoing feedback is necessary for it to be informed about
the cuisines and amenities that will be offered to the restaurant
 Be adept at using social media
 Increase staff hospitality and try to provide services with emotional
touch
 Employ consumer-oriented and consumer-based marketing strategies,
which both focus on persuasive emotional appeals to win over
customers