Shiva Tourist Dhaba: Managing Customer Loyalty
In 2014, the owner of Shiva Tourist Dhaba, a highway restaurant specializing in authentic Indian cuisine, faced a pressing decision. The business had been successful since opening in 1995, but it now faced intense competition. The owner was working with a marketing research team in pursuit of two objectives: to gain insight into customer loyalty and to decide on his restaurant's positioning strategy. After conducting a survey of restaurant customers, the marketing research team needed to determine the tool that would best analyze the data to help resolve the issues facing the restaurant owner. Madhurima Deb is affiliated with Indian Institute of Management Kashipur. Gautam Sinha is affiliated with Indian Institute of Technology Kharagpur.