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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
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    References listed on IDEAS

    as
    1. Webster, Cynthia & Sundaram, D. S., 1998. "Service consumption criticality in failure recovery," Journal of Business Research, Elsevier, vol. 41(2), pages 153-159, February.
    2. 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.
    Full references (including those not matched with items on IDEAS)

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    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

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