This case is set in late 2021, when the food and beverage (F&B) industry globally had been significantly impacted by the COVID-19 pandemic. Tim Ang was an analyst at Singapore Management University’s Institute of Service Excellence (ISE), which had been established to help raise the performance of the service sector in Singapore. Since its inception in 2008, ISE had conducted an annual study measuring the Customer Satisfaction Index of Singapore (CSISG). The CSISG covered more than 20 sub-sectors and measured over 100 companies from finance, insurance, info-communications, transportation, retail, F&B, healthcare, education, tourism, hotels, and more. Data for the customer satisfaction study for the F&B sector was typically collected in the third quarter of every year, and results were released to both the media and industry. The 2021 study revealed that while customer satisfaction and loyalty levels had remained generally unchanged for most of the F&B sector, Cafés and Coffee Houses saw a significant decline in both metrics.
Yet despite the challenges, Ang believed there were significant service gaps and opportunities which could be leveraged. A detailed analysis of underperforming areas and customer preferences should provide F&B entrepreneurs with insights n potential opportunities to address industry pain points and capture market share.
Students are expected to use data visualisation to understand the changes in customer preferences towards F&B during the COVID-19 pandemic and gain insights into the problem. They will be able to 1) explain the impact of data analysis and visualisation in making decisions; 2) propose an appropriate framework to study the impact of the changes; and 3) prepare a suitable dashboard to present the results.
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.
Download Information
SMU Faculty/Staff can download the case & teaching note on iNet with your SMU login ID & Password via the following links:
· The Case Supplement (SMU-23-0026)
· Teaching Note (SMU-23-0026TN)
For purchase of the case and supplementary materials via The Case Centre, please access the following links:
· The Case Supplement (SMU-23-0026)
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.)
Looking for something?
