This case is set in 2018. The Institute of Service Excellence (ISE) at Singapore Management University conducted surveys in Singapore to measure customer satisfaction across 20 industries comprising more than 100 companies, and released the results as Customer Satisfaction Index of Singapore (CSISG) every quarter.
In the latest CSISG report of the e-commerce sub-sector, Amazon was ranked last in terms of customer satisfaction in Singapore. The results were surprising as Amazon, the global leader in online retail, usually topped the customer satisfaction surveys conducted in the US. Puzzled by its lacklustre performance, James Mckally, senior partner at a Singapore-based marketing consultancy on e-retail, had requested ISE for a detailed analysis.
John Lim, as the lead analyst at ISE, was in the process of reviewing the data collected and the analysis that had been generated, in order to derive some useful insights before the proposed meeting.
This case aims to reinforce students’ skills in data processing, numerical computations, and use of Excel with the default Data Analysis Add-in tool. Students will learn to derive a suitable regression model, conduct regression analysis and use techniques such as spreadsheet modelling. They will be able to understand the impact of data analysis in making decisions; propose a regression model to explain the explanatory variables; and evaluate a company’s performance using data analysis.
Inspection copies and teaching notes are available for university faculty. To receive an inspection copy and teaching note, please email cmpshop [at] smu.edu.sg with your registered faculty email ID and a link to your contact information on the faculty directory at your university as verification. An inspection copy and teaching note will then be sent to your faculty email account.
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SMU Faculty/Staff can download the case & teaching note on iNet with your SMU login ID & Password via the following links:
· Supplementary Material for Case (SMU-19-0043)
· Teaching Note (SMU-19-0043TN)
· Teaching Note Supplement (SMU-19-0043TS)
For purchase of the case and supplementary materials via The Case Centre, please access the following links:
· Teaching Note (SMU-19-0043TN)
For purchase of the case and supplementary materials via Harvard Business Publishing, please access the following links:
SMU Faculty/Staff can download the case & teaching note on iNet with your SMU login ID & Password via the following links:
· Supplementary Material for Case (SMU-19-0043)
· Teaching Note (SMU-19-0043TN)
· Teaching Note Supplement (SMU-19-0043TS)
For purchase of the case and supplementary materials via The Case Centre, please access the following links:
· Teaching Note (SMU-19-0043TN)
For purchase of the case and supplementary materials via Harvard Business Publishing, please access the following links:
(Please note you are purchasing the case only.)
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