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Annapurani Vegetarian Restaurant (A): Analyzing Customer Satisfaction through Structural Equation Modelling

CASELET, MARKETING RESEARCH
ET Cases, 4 Pages

Case Preview

Annapurani Vegetarian Restaurant (A): Analyzing Customer Satisfaction through Structural Equation Modelling

 

Senthil Kumar (Senthil) along with his four friends had successfully established Annapurani Vegetarian Restaurant (AVR), a division of Annapurani Pvt. Ltd., a well-known restaurant chain in Tamil Nadu, in 1986.

Started as a snacks and coffee corner in Chennai, AVR grew to become a vegetarian restaurant by 1990 known for its quality of food and service. From its inception, Senthil had always emphasized on high quality. Use of high quality vegetables and other raw materials as ingredients was a significant contributor in the growth of AVR. Although the food was a tad expensive, AVR had a large customer base, which included businesspersons, office-goers and tourists dropping into the restaurant.

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Teaching Note Preview

Annapurani Vegetarian Restaurant (A): Analyzing Customer Satisfaction through Structural Equation Modelling

 

Synopsis

The caselet series was used to introduce the participants/students to the concept of Structural Equation Modelling (SEM) and Report Writing. The objectives, steps involved and importance of both the concepts were discussed using the three series caselets in the backdrop of the dilemma faced by Annapurani Vegetarian Restaurant (AVR), a popular restaurant chain in Chennai. Caselet A – Annapurani Vegetarian Restaurant (A): Analyzing Customer Satisfaction through Structural Equation Modelling – will be used to evaluate the factors influencing service quality of AVR and predict the intent patronage, Caselet B – Annapurani Vegetarian Restaurant (B): Report Writing – will be useful to analyse the don’ts while preparing a report and give scope to discuss the process of report writing whereas Caselet C – Annapurani Vegetarian Restaurant (C): International Marketing Research – will provide scope to discuss the framework to be followed for conducting international marketing research.

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Product code: MR-2-0023(a), MR-2-0023A

Abstract


This caselet provides scope to discuss, understand and perform structural equation Modelling in the backdrop of the dilemma faced by Annapurani Vegetarian Restaurant (AVR), a popular restaurant chain in Chennai. Senthil Kumar (Senthil), the Founder of AVR wanted to identify the factors affecting customer satisfaction and a statistical model showing the relationship between them. Senthil plans to increase the number of repeat customers and new customers. He also planned to open  restaurant business overseas. When he decided to approach a consultant, his son, Arun Kumar (Arun) intervened and convinced Senthil that he would take up this project along with his friends. Arun and his friends Rajesh Kumar (Rajesh) and Nandini Rajan (Nandini) discussed the broad theoretical contours initially to develop  research questions. They discussed with their Professor for his feedback. After collecting data on service quality dimensions and overall customer satisfaction from 50 customers and equipped with the cleaned data for analysis, they were contemplating on the analysis to be used, as this project required a combination of factor analysis and regression analysis.


Pedagogical Objectives

  • To understand the concept and importance of structural equation modelling
  • To learn how to perform structural equation modelling and to analyze how it would be beneficial for AVR

Case Positioning and Setting
This caselet can be used in MBA Program – Marketing Research Course – To introduce the concept of structural equation modelling



This Case Pack Includes:
- Abstract
- Caselet
- Supplement
- Teaching Note (**ONLY for Academicians)
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