IDEAS home Printed from https://ideas.repec.org/a/vrs/mfitdj/v2y2019i1p40-49n4.html
   My bibliography  Save this article

A First-Mover Lost Market Opportunity: a Case Study

Author

Listed:
  • Shahriar Shamsul Huq Bin

    (Enroute International Limited, Dhaka, Bangladesh)

  • Islam Mahbub Ul

    (James Cook University, Australia)

  • Khan Md. Fayjullah

    (M M Rahman & Co. Chartered Accountants, Dhaka, Bangladesh)

  • Arafat Sayed

    (University of Dhaka, Dhaka, Bangladesh)

  • Rahman Saifur

    (ACNABIN Chartered Accountants, Dhaka, Bangladesh)

Abstract

This case discusses about a restaurant named ‘Spicy Chicken’ shares a common boundary with a university. This university, known as East West University is recognized as a well-established and renowned brand for more than a decade. Recently it has relocated to a new campus, in a new location on the other side of the city, an un-established area known as ‘Aftab Nagar’. Unfortunately, ‘Aftab Nagar’ lacks the usual urban norm; unlike the rest of Dhaka city. To cater the daily meal including breakfast, lunch and dinner for a student crowd of ten thousand along with the hundreds of faculty members and university staffs as well as the neighborhood, the restaurant came into operation; keeping the university in its eyes solely as the prime target market. In spite of being the first-mover in the local market the restaurant could not utilize the opportunity. The authors, have attempted to explore the case of Spicy Chicken in light of service failure and recovery theory. The major finding of this study propose that Spicy Chicken lost its market opportunities due to a multitude of reasons consisting core service failure, process failure and unfairness perceived due to distributive justice and interactional justice.

Suggested Citation

  • Shahriar Shamsul Huq Bin & Islam Mahbub Ul & Khan Md. Fayjullah & Arafat Sayed & Rahman Saifur, 2019. "A First-Mover Lost Market Opportunity: a Case Study," Marketing – from Information to Decision Journal, Sciendo, vol. 2(1), pages 40-49, June.
    • Handle: RePEc:vrs:mfitdj:v:2:y:2019:i:1:p:40-49:n:4
    DOI: 10.2478/midj-2019-0004
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/midj-2019-0004
    Download Restriction: no
    File URL: https://libkey.io/10.2478/midj-2019-0004?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Goodwin, Cathy & Ross, Ivan, 1992. "Consumer responses to service failures: Influence of procedural and interactional fairness perceptions," Journal of Business Research, Elsevier, vol. 25(2), pages 149-163, September.
    2. Webster, Cynthia & Sundaram, D. S., 1998. "Service consumption criticality in failure recovery," Journal of Business Research, Elsevier, vol. 41(2), pages 153-159, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Watson, Stevie, 2012. "Consumer responses to service situations: Tests for main and interaction effects," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 287-296.
    2. Wang, Yi-Shun & Wu, Shun-Cheng & Lin, Hsin-Hui & Wang, Yu-Yin, 2011. "The relationship of service failure severity, service recovery justice and perceived switching costs with customer loyalty in the context of e-tailing," International Journal of Information Management, Elsevier, vol. 31(4), pages 350-359.
    3. Bambauer-Sachse, Silke & Rabeson, Landisoa, 2015. "Determining adequate tangible compensation in service recovery processes for developed and developing countries: The role of severity and responsibility," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 117-127.
    4. Hong-Sheng Chang & Han-Liang Hsiao, 2008. "Examining the casual relationship among service recovery, perceived justice, perceived risk, and customer value in the hotel industry," The Service Industries Journal, Taylor & Francis Journals, vol. 28(4), pages 513-528, May.
    5. Goudarzi, Kiane & Borges, Adilson & Chebat, Jean Charles, 2013. "Should retailers pay to bring customers back? The impact of quick response and coupons on purchase outcomes," Journal of Business Research, Elsevier, vol. 66(5), pages 665-669.
    6. Maxham, James III, 2001. "Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions," Journal of Business Research, Elsevier, vol. 54(1), pages 11-24, October.
    7. Katja Gelbrich & Holger Roschk, 2011. "Do complainants appreciate overcompensation? A meta-analysis on the effect of simple compensation vs. overcompensation on post-complaint satisfaction," Marketing Letters, Springer, vol. 22(1), pages 31-47, March.
    8. Harrison-Walker, L. Jean, 2019. "The critical role of customer forgiveness in successful service recovery," Journal of Business Research, Elsevier, vol. 95(C), pages 376-391.
    9. Sands, Sean & Campbell, Colin & Shedd, Lois & Ferraro, Carla & Mavrommatis, Alexis, 2020. "How small service failures drive customer defection: Introducing the concept of microfailures," Business Horizons, Elsevier, vol. 63(4), pages 573-584.
    10. Cambra-Fierro, Jesus & Melero, Iguacel & Sese, F. Javier, 2015. "Managing Complaints to Improve Customer Profitability," Journal of Retailing, Elsevier, vol. 91(1), pages 109-124.
    11. Shuyue Huang & Lena Jingen Liang & Hwansuk Chris Choi, 2022. "How We Failed in Context: A Text-Mining Approach to Understanding Hotel Service Failures," Sustainability, MDPI, vol. 14(5), pages 1-18, February.
    12. Noel Siu & Tracy Zhang & Cheuk-Ying Yau, 2013. "The Roles of Justice and Customer Satisfaction in Customer Retention: A Lesson from Service Recovery," Journal of Business Ethics, Springer, vol. 114(4), pages 675-686, June.
    13. Vikas Gautam, 2011. "Investigating the Moderating Role of Corporate Image in the Relationship between Perceived Justice and Recovery Satisfaction: Evidence from Indian Aviation Industry," International Review of Management and Marketing, Econjournals, vol. 1(4), pages 74-85.
    14. Wen-Chin Tsao & Yu-Shan Lin & Yu-Chen Liu & Qi-Xin Chen & Shu-Fen Li, 2020. "How Can Service Failures Be Recovered? Start with Star Ratings, Personnel Rank, and Failure Severity," International Business Research, Canadian Center of Science and Education, vol. 13(7), pages 1-56, July.
    15. Wendy K. T. Gubler & Matthew W. McCarter & Kristie K. W. Seawright & Yuli Zhang, 2008. "Service Recovery in Transition Economies: Russia and China," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 6(1), pages 23-51.
    16. Dandan Li & Ofir Turel & Shuyue Zhang & Qinghua He, 2022. "Self-Serving Dishonesty Partially Substitutes Fairness in Motivating Cooperation When People Are Treated Fairly," IJERPH, MDPI, vol. 19(10), pages 1-14, May.
    17. Brock, Christian & Blut, Markus & Evanschitzky, Heiner & Kenning, Peter, 2013. "Satisfaction with complaint handling: A replication study on its determinants in a business-to-business context," International Journal of Research in Marketing, Elsevier, vol. 30(3), pages 319-322.
    18. Jones, Michael A. & Taylor, Valerie A., 2018. "Marketer requests for positive post-purchase satisfaction evaluations: Consumer depth interview findings," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 218-226.
    19. Sharma, Dheeraj & Pandey, S.K. & Chandwani, Rajesh & Pandey, Peeyush & Joseph, Rojers, 2018. "Internet Channel Cannibalization and its influence on salesperson performance outcomes in an emerging economy context," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 179-189.
    20. Oznur Ozkan Tektas, 2017. "Perceived justice and post-recovery satisfaction in banking service failures: Do commitment types matter?," Service Business, Springer;Pan-Pacific Business Association, vol. 11(4), pages 851-870, December.

    More about this item

    Keywords

    Service failure; Recovery; Spicy Chicken; Dhaka; East West University;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:mfitdj:v:2:y:2019:i:1:p:40-49:n:4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.