A seaside guesthouse has received online reviews from customers who stayed during the summer. Many praise the location, but several mention that families co...
Question 1 Report
A seaside guesthouse has received online reviews from customers who stayed during the summer. Many praise the location, but several mention that families could not find rooms with enough beds. The owner is deciding whether to convert two large double rooms into family rooms. This could attract a new customer segment but would reduce the number of rooms available for couples.
(a) Identify the customer segment that appears to have an unmet need. [1]
(b) Explain one benefit of converting rooms for this segment. [2]
(c) Explain one risk of using only online reviews to make the decision. [2]
(d) Which one of the following would provide further useful evidence: asking recent guests about room needs, changing the guesthouse logo, repainting the office, or replacing the owner's car? [1]
Answer Details
(a) The customer segment with an unmet need is families or customers travelling with children. [1]
(b) Converting rooms provides family rooms that meet a stated customer need. [1] This may encourage more families to book, increasing occupancy or sales. [1]
(c) People who write online reviews may not represent all guests and may be unusually satisfied or dissatisfied. [1] The owner could therefore make an expensive change, reducing rooms for couples, without enough genuine demand from families to replace those bookings. [1]
(d) Asking recent guests about room needs would provide useful further evidence. [1] It gathers information directly relevant to whether enough customers require family rooms.
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