Service and Relationship Marketing | Report

Added on - Mar 2020

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RUNNING HEAD:Service and relationship marketingService and relationship marketingCustomer Behaviour, culture and service encounters
Service and relationship marketing1According toLautiainen (2015),customer behaviour can be explained as the manner in whichthe decision regarding the selection, purchase and use of the products and services is taken byan individual. Various organisations are providing different products and services for thepurpose of meeting the needs and expectations of the customers. Customer behaviourdetermines the decision for the selection and purchase of the product or service. Customerbehaviour plays a vital role for a business as performance; success and growth of the businessare dependent on the behaviour of its customers. There are different stages through which acustomer passes from while making a decision regarding the purchase of the product orservice. With the change in the business environment, there has been a change in the mannerin which customers are making a decision regarding the purchase of a product or service.Various factors are responsible for the decision taken by the customer and determining thebehaviour of the customer towards a product or service (Ogbeide, 2015). These factors whichdetermine the customer behaviour include income level, education level, age and gender ofthe customer, price, and promotional techniques used by the companies; the trend in themarket, previous experiences gained by the individual and need of the customers. All thesefactors help the individual in making a decision regarding the selection and purchase of theproduct or service which enhances the satisfaction level of the customer. Most importantfactor among these factors is the previous experiences of the individual as the behaviour ofthe customer gets affected by the satisfaction level customer have derived from theconsumption of the product or service (Musasa, 2014).Businesses need to analyse the behaviour of the customers for analysing the chances ofsurvival and growth of the business. Customer behaviour changes constantly due to whichbuying decision of the customer changes. The behaviour of every customer is different fromothers as there are various factors which affect the behaviour of the customers which includesnature of the individual, life style, culture and trend. Customer behaviour is an important
Service and relationship marketing2aspect for every business and for attracting the customers and creating a positive impact onthe customer behaviour, companies are using different techniques. The quality of the productsor services and customer behaviour are directly proportional to each other. Customerbehaviour helps in determining the purchase decision of the individual. Customer behaviourhelps in making predictions regarding the future decisions of the business (Ogbeide, 2015).Culture can be defined as the values, customs, beliefs and behaviour adopted by the differentindividuals of the society for coping with the world. The culture of every country differs fromeach other which create an impact on the customer behaviour. Culture plays a vital role forbusiness as it shapes the behaviour of the customer towards the products or services offered.Culture is the sum total of different elements which determine the behaviour of the customer.Elements which sum up the culture are society, attitude, and feelings of the individuals,traditions and language (Speirs, 2011). Cultural aspects of the country create an impact on thechoice of the customers and buying decision of the customers. The culture of the customershapes the perception of the customers, values adopted by the customers and actions of thecustomers. Wants of the customers are determined on the basis of the culture. Businessesneed to analyse the culture of the country for determining the behaviour and thoughts of thecustomers on which their buying decision is dependent on. It has been analysed that the saleof the product or service at one location is more than the other one. This is due to thedifferences in the culture of the locations (Durmaz, 2014).Culture sets boundaries for the business to operate within. Culture determines the manner inwhich individual spends money. Cultural aspects of every country differ from another whichcreates an impact on the choice and selection process of every individual. Cultural factors arecrucial for determining the buying behaviour of the customers. Culture set the preference orthe buying pattern among the customers (Akpan & John, 2016). Business needs to analyse theculture of different locations for enhancing the customer base and enhancing the performance

Service encounter helps in focusing on the quality offered to the customers for the attainment of the desired goals. Measurement of the satisfaction level of the customers helps in analysing the response of the customer towards the products or services offered.

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