Impact of Customer Behaviour on Individual Differences in the Australian Telecom Industry

Running head: CUSTOMER BEHAVIOUR AND INDIVIDUAL DIFFERENCES
CUSTOMER BEHAVIOUR AND INDIVIDUAL DIFFERENCES
Name of the Student
Name of the University
Author Note

1CUSTOMER BEHAVIOUR AND INDIVIDUAL DIFFERENCES
Table of Contents
Introduction..........................................................................................................................2
Identification of individual difference factors.................................................................2
Impact of individual difference factors............................................................................4
Improvement of marketing strategies..............................................................................6
Recommendation.................................................................................................................8
Conclusion.........................................................................................................................10
References..........................................................................................................................11

2CUSTOMER BEHAVIOUR AND INDIVIDUAL DIFFERENCES
Introduction
The following paper discusses on the impact of customer behaviour on the issues
presented by individual differences existing within the given market. The paper opens with a
discussion on the individual difference factors that are presented within the Australian telecom
industry. The paper then proceeds to discuss the impact of these factors on the behaviour of the
clientele of the organisation. The paper further proceeds to discuss the implementation of the
theoretical knowledge of the theories of consumer behaviour in the operations of Telstra. The
paper nears a conclusion with the recommendations for the betterment of the competitive
advantage Telstra.
Identification of individual difference factors
The individual difference factors that might influence the concerned clientele of any
given business organisation refer to the various psychological factors that are unique to the
different clients of the organisation. These factors generally depend on the various individual
factors like the preferences of the concerned individual as well as the various factors like the
difference in the ethnicity, the background to which the individual belongs as well as the
demographic issues that are prevalent within the given area wherein the company has been
operating (Letheren, Kuhn, Lings & Pope, 2016). The major factors that are known to be
affecting the consumer behaviour in case of Telstra refer to the various factors like the strategies
that are adopted by the company for the marketing of the product, the advertisements that were
used to create an appeal among the clientele, the procedure and the strategies that are followed
by the concerned company in order to promote the sales of the concern as well as the after-sale
services that are provided by the concerned company in order to retain the clientele of the
company as well as develop the loyalty of the clientele towards the given organisation.

3CUSTOMER BEHAVIOUR AND INDIVIDUAL DIFFERENCES
The major individual factor that bears the greatest relevance for the consumers of the
company refer to the quality of the services that are provided by the company towards the
clientele. The consumers of the concern in discussion, Telstra, are known to have been providing
a proper service to the clientele (Keller, 2016). This is majorly reflected in the fact that the
consumers who have responded to the surveys that were conducted and stated that the majority
of the clientele nearly 70% of the total client base of the company would not like to change their
telecom services. The surveys that were conducted for the completion of the research stated that
the almost 50% of the total surveyed population had been presently undertaking the services that
are provided by Telstra. The majority of the people who constitute almost 90% of the population
have responded positively to the major importance of the cellular services in their daily lives.
The other factor that poses to be an individual difference factor in the telecom industry
refers to the factor of the services that are offered by the company. The services that are offered
by the company play a major role in the meeting the client demands (Lin, Featherman & Sarker,
2017). The services that are provided to the clientele is majorly judged by the client on the
grounds of perishability, variability the inseparability and the intangibility of the service that is
provided (Curcuruto, Griffin, Kandola & Morgan, 2018). This is one of the majorly used method
for the knowledge on the satisfaction of the clientele of company on the issues that are presented
within the given market wherein the company has been operating (Curcuruto, Griffin, Kandola &
Morgan, 2018). The survey that was conducted within the given client base refers to the fact that
the majority of the clientele of the company spends on both the data and the voice services that
are provided by the companies serving within the telecom industry. The survey results revealed
the fact that the major factor that influences the client behaviour in case of the selection of the
cellular service providers is the quality of the services that are provided by Telstra. The other