Unlocking the Secrets of Customers' Choices
| dc.contributor.author | Verma, Rohit | |
| dc.date.accessioned | 2020-09-10T15:27:32Z | |
| dc.date.available | 2020-09-10T15:27:32Z | |
| dc.date.issued | 2007-01-02 | |
| dc.description.abstract | Analysis based on field studies demonstrates the benefits of customer choice modeling (CCM) for the purpose of designing and evaluating product and service bundles for food-service and lodging businesses. Just as important, CCM allows managers to determine how customers react to those features. CCM depicts a dynamic comparison of various service attributes, and it shows managers how different market segments react to a particular bundle of services. Given that information, managers can fine tune their operation, if needed. Moreover, if the analysis shows that a particular market segment prizes a specific product or service attribute, the business can feature that attribute in advertising targeted at that segment. A spreadsheet template is available in conjunction with this report that will allow readers to manipulate CCM data so that they can see how the comparison operates. | |
| dc.description.legacydownloads | Verma_202007_20Unlocking_20the_20secrets.pdf: 387 downloads, before Aug. 1, 2020. | |
| dc.identifier.other | 6535327 | |
| dc.identifier.uri | https://hdl.handle.net/1813/71152 | |
| dc.language.iso | en_US | |
| dc.rights | Required Publisher Statement: © Cornell University. This report may not be reproduced or distributed without the express permission of the publisher | |
| dc.subject | customer choice modeling (CCM) | |
| dc.subject | purchase drivers | |
| dc.subject | food service customers | |
| dc.subject | lodging industry | |
| dc.title | Unlocking the Secrets of Customers' Choices | |
| dc.type | article | |
| local.authorAffiliation | Verma, Rohit: rv54@cornell.edu Cornell University |
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