As T. C. Resort Properties seeks to improve its customer service, the company faces new competition from SunLow Resorts. SunLow has recently opened resort hotels on the islands where T. C. Resort Properties has its five hotels. SunLow is currently advertising that a random survey of 300 customers revealed that about 60% of the customers preferred its “Concierge Class” travel reward program over the T. C. Resorts “TCRewards Plus” program. Open and review ConciergeClass.pdf, an electronic brochure that describes the Concierge Class program and compares it to the T. C. Resorts program.
Then answer the following questions:
- Are the claims made by SunLow valid?
- What analyses of the survey data would lead to a more favorable impression about T. C. Resort Properties?
- Perform one of the analyses identified in your answer to step 2.
- Review the data about the T. C. Resorts properties customers presented in this chapter. Are there any other questions that you might include in a future survey of travel reward programs? Explain.
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