Marketing management.
Undergraduate/Postgraduate.
The present case is a disguised one and is meant to enable students to critically analyse the operations and functioning of a fitness centre located in a city. Despite a runaway success, “Fit in” was facing problems of time-management and members’ management. Thus, catering to the members was becoming unwieldy, especially with respect to providing the personalized experience to the members, which was their forte. Thus, Mukesh and Naina faced the challenge of motivating their existing members and getting fresh referrals. Should they cut some of their services? Should they make some changes in manpower management? Or, should they change the operating strategy for their business?
Expected learning outcomes are as follows: how to ensure customer loyalty in service organization settings and how to enhance motivation among the service customers.
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
CSS: 3: Entrepreneurship.
