Main Topic: De Lai Scooter Store

Hosts: James Stanworth, Clyde Warden

Case studies come in different forms.  There are two basic directions: teaching or research cases.  Teaching cases are descriptive, based on sound facts and written in a style that is light and easy to read.  Research cases are often more exploratory and explanatory and draw on more rigorous data collection methods.  They aim to make a theoretical point.

The De Lai Scooter store is very much a teaching case.  In this show James and Clyde talk about the details of creating this type of case study.  We cover issues from sampling through to analysis.

Since James works in Changhua he keeps a scooter by the station to move around the city.  When he needed service the bright attractive front of De Lai attracted his attention.  The service processes were surprising different from other scooter stores.  They quickly greeted the customer, diagnosed needs and smoothly performed the service work. When the work was done they saw the customers off as if they were old friends leaving.  This was a stark contrast to most stores where customers drag their bikes to the road and then leave with little staff contact.  James' reaction was to send students to see if the service was routinely offered this way.  Observation confirmed it was.  So this raised two research questions: (1) What benefit was a small firm getting from organizing their business this way? (2) How was De Lai managed to deliver this kind of service? Graduate students were briefed and quickly able to gain a deep level of access to this family firm, its employees and customers.  This helped to create an accurate picture of the store and gather data to answer the two broad directions set by the questions.

In this show we discuss the data collection process in more detail.  We focus on practical and effective ideas for collecting data based on our experience. After the discussion, Clyde and James kept recording their talk about an ongoing research project requiring some statistical analysis. Hang in there after the closing titles to hear that.

Observation helps your research get grounded.

The Show:

Photos:

• (1) Store front of De Lai. (1) Store front of De Lai.
• (2) Customer in De Lai's store front. (2) Customer in De Lai's store front.
• (3) Competitors sit all around the De Lai store! (3) Competitors sit all around the De Lai store!
• (4) Lights and accessories draw customers in. This customer is checking the display of helmets. (4) Lights and accessories draw customers in. This customer is checking the display of helmets.
• (5) The Liang Tong store sits on a corner. A perfect location for passing traffic. (5) The Liang Tong store sits on a corner. A perfect location for passing traffic.
• (6) They used the same bright clean layout for their second store. Different from the dark oily look of many competitors. (6) They used the same bright clean layout for their second store. Different from the dark oily look of many competitors.
• (7) In store staff of De Lai. All readily identifiable by name. (7) In store staff of De Lai. All readily identifiable by name.
• (8) Clyde's local shop recently underwent a renovation. (8) Clyde's local shop recently underwent a renovation.
• (9) The servicescape now includes a glass enclosed area. (9) The servicescape now includes a glass enclosed area.
• (10) The checkered stripe is required by SYM. (10) The checkered stripe is required by SYM.
• (11) A mini showroom. (11) A mini showroom.
• (12) Even the floor had to be redone. (12) Even the floor had to be redone.
• (13) The tool area is totally clean. (13) The tool area is totally clean.
• (14) The house temple is important. (14) The house temple is important.
• (15) The father who started the business. (15) The father who started the business.
• (16) New signs with co-branding action. (16) New signs with co-branding action.
• (17) SYM's new sign. (17) SYM's new sign.
• (18) The height of the checkered stripe must be exact, or SYM will not approve the franchise. (18) The height of the checkered stripe must be exact, or SYM will not approve the franchise.
• (19) In front, the new scooters on display. (19) In front, the new scooters on display.
• (20) Inside the showroom. (20) Inside the showroom.
• (21) The machine for checking for exhaust regulations. (21) The machine for checking for exhaust regulations.
• (22) Incense for bai bai at the store door. (22) Incense for bai bai at the store door.
• (23) The new gold name (New Flowing Fortune). (23) The new gold name (New Flowing Fortune).
• (24) The lift is now build into the floor. (24) The lift is now build into the floor.
• (25) A customer meeting area--totally new. (25) A customer meeting area--totally new.
• (26) The work area has no AC, but the showroom does, and a fan. (26) The work area has no AC, but the showroom does, and a fan.
• (27) A full wall glass partition was very expensive to install, but this is required by SYM. (27) A full wall glass partition was very expensive to install, but this is required by SYM.
• (28) The business end of the store. (28) The business end of the store.
• (29) Looking out from the showroom into the work area. (29) Looking out from the showroom into the work area.
• (30) Air pressure pipes and exhaust ducting is now build into the walls. (30) Air pressure pipes and exhaust ducting is now build into the walls.
• (31) Every scooter must be tested once a year to meet government regs. (31) Every scooter must be tested once a year to meet government regs.
• (32) A customer driving in for an exhaust check. (32) A customer driving in for an exhaust check.
• (33) The new look is very professional. (33) The new look is very professional.
• (34) The system is computer driven. (34) The system is computer driven.
• (35) A sticker is printed. (35) A sticker is printed.
• (36) Those who pass get a sticker on their plates. (36) Those who pass get a sticker on their plates.
• (37) Accessories are displayed for customers to see. (37) Accessories are displayed for customers to see.
• (38) SYM wants all renovations to hide the tools inside clean white cabinets. (38) SYM wants all renovations to hide the tools inside clean white cabinets.
• (39) Florescent lighting throughout. (39) Florescent lighting throughout.
• (40) The old desk stays, however, and the real business is run here. (40) The old desk stays, however, and the real business is run here.
• (41) The old trusty abacus STAYS. (41) The old trusty abacus STAYS.
• (42) At night, these new designs stand out. (42) At night, these new designs stand out.
• (43) White is emphasized to get away from the dirty oil concept of the old shops' servicescapes. (43) White is emphasized to get away from the dirty oil concept of the old shops' servicescapes.
•  

Show Links:

• Details on the Yamaha Scooter company  SYM
• Guides for writing teaching cases from Harvard Business School by Professor Shapiro and Professor Corey

Bottom Line:

• Research topics often start with an personal experience, such as James' stop at the De Lai Schooter Shop.
• Finding the right time to ask customers questions is important.
• Using local students makes data collection in these service settings, much smoother and faster. An in depth study would be different.
• This localized, thick, observation can be very helpful in understand the specific realities consumers live in.
• Starting out a research with a strong grounding is important.
• This kind of grounded research is much like the traditional of Cinéma vérité--showing the reality of the day to day business within the context of the local community.