A First-Mover Lost Market Opportunity: a Case Study

Shahriar Shamsul Huq Bin (), Islam Mahbub Ul, Khan Md. Fayjullah, Arafat Sayed and Rahman Saifur
Additional contact information
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

Marketing – from Information to Decision Journal, 2019, vol. 2, issue 1, 40-49

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.

Keywords: Service failure; Recovery; Spicy Chicken; Dhaka; East West University (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mfitdj:v:2:y:2019:i:1:p:40-49:n:4

DOI: 10.2478/midj-2019-0004

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