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Managing Service Operations Based on Customer Preferences
Articles and Chapters
  • Rohit Verma, Cornell University
  • Gary M Thompson, Cornell University
Publication Date
This article presents the results of a study using discrete choice analysis (DCA) in the dine-in pizza industry. DCA offers an effective approach for incorporating customer preferences into operating decisions in service businesses. Our results show how customers tradeoff among several determinant attributes (e.g. price, waiting time, quality) when choosing a dine-in pizza restaurant. The article also offers evidence that managers' perceptions of customer choice patterns are not the same as customers' actual choice patterns for the businesses we examined. Finally, we show how our results can be easily incorporated into a decision support system for structuring service operations according to customer preferences.

Required Publisher Statement
© Emerald. DOI: 10.1108/01443579910280223. Final version published as: Verma, R., & Thompson, G. M. (1999). Managing service operations based on customer preferences. International Journal of Operations & Production Management, 19(9), 891-908. Reprinted with permission. All rights reserved.

Citation Information

Verma, R., & Thompson, G. M. (1999). Managing service operations based on customer preferences[Electronic version]. Retrieved [insert date], from Cornell University, School of Hotel Administration site: