Customer Loyalty and Brand Image

This assignment analyzes the relationship between brand image, brand benefits, and customer loyalty. It requires students to delve into academic research papers provided, focusing on the influence of these factors in various industries like hospitality and professional football. The analysis should consider key concepts such as service quality, customer satisfaction, delight, and the role of celebrity characteristics.

MANAGING THE
CUSTOMER EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Values and importance of understanding the needs and wants and preferences of target
customers group of service sector...............................................................................................1
P2 Factors that drive and influence customer engagement of different target customers groups
within service sector...................................................................................................................2
P3 Customer experience map for selected services of QBIC.....................................................3
P4 how customer experience create business opportunities for Qbic.........................................6
P5 Digital technology is employed in managing the customer experience within service sector
.....................................................................................................................................................7
P6 Customer service strategies in QBIC hotel............................................................................8
P7 Customer service help in customer experience and business objectives.............................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12
Books and journals....................................................................................................................12

INTRODUCTION
Customer experience management is design and reacting to meet and exceeded the
customers expectations and its help to increase customer's satisfaction, loyalty and advocacy.
Customer experience management requires the process change and other technology to achieve
it. this project summarised the need and expectations of market's different segments for service
industry. Business opportunities and optimise customers touch-points, factors that affect the
customer's engagement of different target customers groups in service sector and digital
technology is employed in managing the customers experience in service sectors and strategies
in a service sector, how customer service develop the customer's experience ion a way that meets
the needs of the customers.
TASK 1
Values and importance of understanding the needs and wants and preferences of target customers
group of service sector.
The prepared questionnaire describe the different needs and wants of targeted customer
group, the selected groups are below(Peppers and Rogers 2016).
BUSINESS PERSON- business person have those needs and wants that will help them
for their work. That type of some needs are below that show the value and importance for the
service sector-
WI-Fi- Its most important for the business person to stay connected with online business activity
like with the mail, their personal work portal, internet facilities help a business person for collect
the information and their transformation.
Pool side service- This service prefer by the business person because mostly time they don't
want to take any services with their work in restaurants so they enjoy their work with the other
services.
Crayons and colouring books- business persons have many projects where they have to present
the graphs and statistics with different colour so its also need for the business persons
Nappy changing facilities- many times business persons have with their babies so its necessary
for the restaurants to have nappy changing facilities.
Charging points- business persons always need that their mobiles phone and laptop are enough
charge so service sector have to set charging points in their outlets

Meeting rooms- business persons may have in the group so service sector have enough space to
set a meeting rooms with proper facilities(De Keyser, Schepers and Konuş 2015).
DISABLED CUSTOMER- PHYSICALLY and MENTALLY unfit
Ramp in front step- its important needs for the disabled people to a easy way for the entrance
and exit
Wi-Fi- in their spare time they will be able to use internet for the entertainment and other
purpose.
Sufficient space- it is important to have a enough passing space so disabled people will easily
pass.
Low-calorie meals- in menu their should be low calories' food also to maintain the health.
Menu written in brail- for convenient to the blind people its help to read the menu.
Intimate brail- there should be need for the friendly environment to the disabled people it make
them feel good
GYM INSTRUCTOR-
calorie information in menu- its show their diet plan for the work out
Healthy dishes- a healthy food menu should present in restaurant so it's make easy to select the
food item for gym instructor.
Fruit and vegetables smoothies- its needed the range of fruit and vegetables smoothies for the
gym instructor menu
Nice view from windows- it is important for the to restaurant to have a pleasant view from the
outlet
Nappy change facilities- it is important to have the changing facilities for the babies with the
gym instructors(Hoegele, Schmidt and Torgle, 2016).
Menu in different languages- there should be different languages in menu so it will convenient
for the gym instructor to understand.

P2 Factors that drive and influence customer engagement of different target customers groups
within service sector.
Factors that influence the customers engage with service sector
customer's needs- customers have engaged with any business because of their own needs and
where they get a proper and satisfy service which are meet with their expectations they will
engage with them. There are some preferences with the customer's that's why they engage with
any service sector.
Foods and taste- it is also an important factor that influence the customers to engage with the
business. People who like a specific type of food and taste they will prefer that restaurants. Its
help the business to make long relationship the customers.
Location of outlet- location is also helpful for the business to engage the current and potential
customers to the restaurants many people have a mind set to have their meal on a special location
so they engage with that restaurants.
Price- price is a factor that is the main concern of the many group of segments price play a role
for engage customer in restaurants, right price of the right food is essential for the company to
engage more customers to restaurants.

Ambience- A good ambience create a pleasant environment of the restaurant which help to
attract the customer it is important for the customer's experience, character, mood and
atmosphere can be attach with it. Ambience relate to architecture of the building, temperature,
interior, lighting, wall texture and employee uniform is also the part of ambience
User generated content- Mostly customers who eat in restaurants they are ready to share there
collected informations with their network. So its help the other customer's with their review
images and feedback. No one wants to have a bad meal UGC help to provide right information
about the restaurants. It's help to the restaurant to create brand awareness and engage the
customer in target group.
Service- an excellent service help to make customer experience good service is the factor which
is very important to make the consumer engaged to the company, service make a good
relationship between company and customers (Peppers and Rogers, 2016).
P3 Customer experience map for selected services of QBIC
Qbic hotel is one of the best hotels. They provide their great services through hospitality
sector. There is no reservation costs, they give best price guarantee, great rates and give special
offers as well. In organisation they work for customer satisfaction and filling their needs. Firm
provide their services by using various different service sectors such as website, telephone
service, review sites, restaurant environment, text message, e-mails etc. The goal of this
organisation is that they want all the customer used services effectively and touch all the points.
Services Customer experience
1. Website Website help customer to find all general
information about the place where they want to
go. Qbic hotel provide all the information about
there hospitality sector and other services on
website. The customer experience is very good
when they get all the general knowledge about
the industry. It mentions their services, facilities
and room booking rules as well.

2. Telephone Qbic hotel give the information about the
booking on telephone and also serve their
services by listening the demand of guests on
telephone. Thus, the experience of customer is
impact on the business growth. The over all
process satisfy customer according to their
requirement.
3. Review sites This is a source of giving views and saw the
reviews about product, people and business.
Qbic customer focused on watching review sites
about services which they provide to their
guests. It attracts customers for using all the
facilities in hotel.
4. Restaurant environment Qbic restaurant environment is quite good and
fresh. Visitors get attract after watching the
familiar environment of firm. The experience is
really very good to attract the other people.
5. Text message This service section is the way to give the
information and stay make connection between
the customer and em

ployees of company. The experience of guests is
quite good for this service.
6. Restaurant staff Customer experience is most important for the
organisation. In Qbic hotel they manage their
restaurant staff in proper way. The hole staff
serve food in good and proper manners.
Customer feels happy to come in this place
again.
7. E-mails In the recent time e-mail is the fastest way to
give the information about people, business or
thing. Qbic sent mail to guests for their booking.
The mail is sent when they entered or exit to the
company. This fast service give better
experience of customers and raise the rating of
Qbic business.
8. Restaurant management The firm provide food service as faster than they
can. Thus, customer get attract and give better
experience stars for their faster service then the
other hotels.
9. Paper mail This type of service work through paper. Postal
service delivered paper mail to customers.
P4 how customer experience create business opportunities for Qbic
Customer experience is based on their satisfaction and needs. Qbic hospitality sector
provide their best services information through website, telephone, review sites, restaurant
environment, text message, restaurant staff, e-mails, restaurant management and through paper
mail. All these services provide customer satisfaction according to their requirement. Experience
is everything for everyone (Lemon and Verhoef, 2016.). Qbic still improve their guests
experience. It is the best opportunities to gain new customers more than other competitors.

Visitors always visit on the right place. Costumer trust is also very important they spend money
at the right place in good service price, it also important for better customer experiences. Website
give all the information to the person who want to visit Qbic hotel, telephone, e-mail, and paper
mail give all the basic details about the services and facilities of the organisation. All such things
give details about what services the organisation provide in which price, what type of facilities
they give and how they can make contact to them for booking room. Good experience increase
business and bad experience of customer decrease the growth of company. Trust and
understanding is very important between the visitors and hotel management. All the guests
services are basic and non-negotiable ( Kandampully, Zhang and Bilgihan, 2015). Behaviour of
restaurant staff and management will also impact on the increasing customer toward their food
and services. Familiar environment has to be created in restaurant because they attract more
customer than now. All these things increase growth of business and all the good services
provide customer a good experience which is also made business successful in marketplace.
P5 Digital technology is employed in managing the customer experience within service sector
The hole marketing world is based on digital technology. They provide best services
through advertisement, promotions etc. to introduce new business digital marketing is the source
of it.They build strong relationship between the customer and organisation. Qbic make
relationship stronger to their customers by using digital technology, they promote their business
through making videos and post on social media sites. This process help customers to visits on
the site which they want and get all the details about it. New and innovative digital technology
attract visitors toward the Qbic hotel (Kim, Vogt and Knutson, 2015). All this technology make
strong communication between both of them. Making video is the best physical evidence of
organisation. People search the place where they want to go for holidays, so they search that site
on Digital technology which provide all the information about the palce.
11 The name of the hotel is Qbic, they give their best hospitality service better than they
other.11 The presentation is made by the John Allen.11 They demonstrate Feed back app, it helps people and organisation to manage the work
according their services.11 The main key element of this program is social media, E-mail etc.

11 Allen, Peter, Thomas, William etc. are the current customer of the Qbic.11 They have been 6 years in the business.11 The Qbic make improvement according to their customer needs and requirement. They
also make innovation in this program. Thus, it sees this programmes will help customer
more than now in the future (Matt, Hess and Benlian, 2015).
P6 Customer service strategies in QBIC hotel
Customer service is guidance and caring service provide to organisation's potential
customer and existing customers. Customer service has three stages.
Pre transnational customer service- in this stage organisation make clear defined customer
service objective and communicate it to employees. Delegate authority and set accountability to
customer service as build service organisational structure.
Transaction customer service- organisation work upon its logistic department in this stage to
assure customer service delivery on time with manage standard of quality consisting
packaging,provide payment and order method,supply chain management,set price, tracking the
order.
Post transaction customer service-after sale services are given in this stage. Complaint handling
and support, feedback,tutorials sessions,greetings,coupons for future sale, E birthday cards etc.
some of the customer service strategy are given below-
Define clear customer objective- organisation must address the customer service aspirations. It
shows that customer is prime concern of the company and make organisational structure more
customer focused. QBIC hotel's website, brochures, advertisements has its vision and mission
statement in which deliver global standard service and customer satisfaction defines as its prime
long term objective.
Know your customer- get information by research about customer need and preference,
recognise customer segment type, income level of customer,previous experience with
product,buying habit, social-cultural influence on customer.QBIC hotel periodically research on
customers expectation for hotel rooms,technology they want in room,decoration preference in
event management,food choices,provide customise rooms and packages according to different
income level customers.

Be punctual – complete every task in time duration given by you to the customer. For example
deliver product and service on promised time, resolve the issue promptly. Lack of punctuality
will increase customer dissatisfaction and low interest in your brand. QBIC use CRM to solve
customer issue as well allot rooms on demanded time. room division department take care of all
the service reach to customer on time like laundry service, food and beverage service,
housekeeping services, handling reservation issues,assign room on time,maintain service
standard and information.
Employee training- give information to employee about all the aspect on the basis of which he
can best deal with customer,give them training to adopt changes,place right person on right
place,increment employee empathy skills and emotional intelligence. QBIC arranges training and
development program for its employee to learn the new soft skills, technological knowledge sue
by industry.
Improve substructure- improve supporting service infrastructure like logistic management to
deliver good on time with no damage, develop more option like payment and order option,
facilitate easy accessible buying spot to customer, maintain continue availability of product in
market. As hospitality industry deals with service providing so innovative service is the main
objective of all the supportive departments. OBIC hotel have separate customer service
department provides variety of payment option,remote check in check out service,smart room
key etc.
Go beyond the expectation- provide complimentary free service to his family members, use
kind words,delight the customer,ask them to give opinion and product important suggestions.
QBIC try to go beyond exception by providing free spots facility to children, offer bucket, gift
family photo collage, use west in heavenly bed for luxury sleeping experience, automatic colour
change with body clock changes.(Min, Lim and Magnini, 2015)
P7 Customer service help in customer experience and business objectives.
Customer service is guidance programme for organisation before sale the service and product and
assistance programme given to customer after sale the good and service. customer service has 360
degree approach to cover all the factor affecting a customer and his satisfaction.(Sengupta,Balaji
and Krishnan, 2015) Benefit of customer service to organisation and customers are given below-

 customer service research make an organisation able to know about the need and trends.
Organisation can design and customise its product according to feedback and suggestions.
which reduce the time and cost on research. QBIC ask to customer what more
improvement is to be made and share customer experience with its new launched
room,technology and food service quality.
 when customer get attention,prompt response,engagement, and delighting service they
feel more valued and it increases the band loyalty and customer preference. It help an
organisation as it increases referrals,rating, recommendation,goodwill which increases
sale and eventually profitability of the organisation.(Durmaz, Çavuºoglu and Özer, 2018)
 Customer also avail best deal, standard service, customised service and package fit to
their pockets, support from service provider,on time service delivery with quality. QBIC
introduce new range of business room, group stay rooms.
 Customer satisfaction can get you competitor advantage. Customer will prefer that
service organisational again and again which give best value to his money.
 Customer service analyse help organisation to manage its supportive service alien with
customer satisfaction. QBIC give instruction and information to front office and room
division department to arrange the room according to customer need.
 Organisation can evaluate performance and take correction action on time for example
QBIC set accountability at each level. if there is any issue occur, corrective action
immediately handle on the basis of customer compliant.
 Employees training are arrange for their skill increments. So employee feel competent
and fit for the industry, which reduce employee turnover and increase motivation and
morale of employee. If employee feel happy , they give their best in services. QBIC has
best training and development programme in industry which give it more talent people to
work with.
 When an organisation are get the brand image and trust of the customer ,it can charge
high price to their special services and innovations. QBIC quote a high price for business
tour because it has best business lodges available in the industry.

CONCLUSION
From the above study it has been conclude that Making customer happy and satisfied is
the prime concern of this industry that has been shifted from only providing services to customer.
Nowadays different researches are done to know about need and preference of customer, factor
affect buying behaver of customer. Service and product are customised to meet the customer
need . Business are allot a huge budge in maintain and build relationships. Organisation adopt
holistic approach in improvising the customer service and work at each organisation level
towards this organisation vision and objective.

REFERENCES
Books and journals
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management. 27(3). pp.379-414.
De Keyser, A., Schepers, J. and Konuş, U., 2015. Multichannel customer segmentation: Does the
after-sales channel matter? A replication and extension. International Journal of Research
in Marketing. 32(4),pp.453-456.
Durmaz, Y., Çavuºoglu, S. and Özer, Ö., 2018. The Effect of Brand Image and Brand Benefit on
Customer Loyalty: The Case of Turkey. International Journal of Academic Research in
Business and Social Sciences.8(5).pp.528-540.
Hoegele, D., Schmidt, S.L. and Torgler, B., 2016. The importance of key celebrity characteristics
for customer segmentation by age and gender: Does beauty matter in professional
football?. Review of Managerial Science. 10(3). pp.601-627.
Kim, M., Vogt, C. A. and Knutson, B. J., 2015. Relationships among customer satisfaction,
delight, and loyalty in the hospitality industry. Journal of Hospitality & Tourism
Research. 39(2). pp.170-197.
Kim, M., Vogt, C.A. and Knutso, B. J., 2015. Relationships among customer satisfaction,
delight, and loyalty in the hospitality industry. Journal of Hospitality & Tourism
Research. 39(2). pp.170-197.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing.80(6). pp.69-96.
Matt, C., Hess, T. and Benlian, A., 2015. Digital transformation strategies. Business &
Information Systems Engineering. 57(5). pp.339-343.
Min, H., Lim, Y. and Magnini, V. P., 2015. Factors affecting customer satisfaction in responses
to negative online hotel reviews: The impact of empathy, paraphrasing, and speed. Cornell
Hospitality Quarterly.56(2).pp.223-231.

Mullins, R. and et.al.,2014. Know your customer: How salesperson perceptions of customer
relationship quality form and influence account profitability. Journal of Marketing.78(6).
pp.38-58.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Saleem, H. and Raja, N. S., 2014. The impact of service quality on customer satisfaction,
customer loyalty and brand image: Evidence from hotel industry of Pakistan. Middle-East
Journal of Scientific Research.19(5). pp.706-711.
Sengupta, A. S., Balaji, M. S. and Krishnan, B. C., 2015. How customers cope with service
failure? A study of brand reputation and customer satisfaction. Journal of Business
Research.68(3). pp.665-674.