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Service and Relationship Marketing | Report

6 Pages1707 Words246 Views
   

University Of Melbourne

   

Service and Relationship Marketing (MKTG30003)

   

Added on  2020-03-04

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Businesses depend on the behavior of their customers for their performance; success and growth. Several factors determine the customer's behavior, such as financial status, education level, age, and gender of the client, price, and promotional techniques used by the company; the trend in the market, previous experiences gained by the client, and their needs.

Service and Relationship Marketing | Report

   

University Of Melbourne

   

Service and Relationship Marketing (MKTG30003)

   Added on 2020-03-04

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RUNNING HEAD: Service and relationship marketingService and relationship marketingCustomer Behaviour, culture and service encounters
Service and Relationship Marketing | Report_1
Service and relationship marketing1According to Lautiainen (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 the purpose of meeting the needs and expectations of the customers. Customer behaviour determines the decision for the selection and purchase of the product or service. Customer behaviour 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 a customer passes from while making a decision regarding the purchase of the product or service. With the change in the business environment, there has been a change in the manner in 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 the behaviour of the customer towards a product or service (Ogbeide, 2015). These factors whichdetermine the customer behaviour include income level, education level, age and gender of the customer, price, and promotional techniques used by the companies; the trend in the market, previous experiences gained by the individual and need of the customers. All these factors help the individual in making a decision regarding the selection and purchase of the product or service which enhances the satisfaction level of the customer. Most important factor among these factors is the previous experiences of the individual as the behaviour of the customer gets affected by the satisfaction level customer have derived from the consumption of the product or service (Musasa, 2014). Businesses need to analyse the behaviour of the customers for analysing the chances of survival and growth of the business. Customer behaviour changes constantly due to which buying decision of the customer changes. The behaviour of every customer is different from others 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 Marketing | Report_2
Service and relationship marketing2aspect for every business and for attracting the customers and creating a positive impact on the customer behaviour, companies are using different techniques. The quality of the productsor services and customer behaviour are directly proportional to each other. Customer behaviour helps in determining the purchase decision of the individual. Customer behaviour helps 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 different individuals 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 for business 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 customer shapes the perception of the customers, values adopted by the customers and actions of the customers. Wants of the customers are determined on the basis of the culture. Businesses need to analyse the culture of the country for determining the behaviour and thoughts of the customers on which their buying decision is dependent on. It has been analysed that the sale of the product or service at one location is more than the other one. This is due to the differences in the culture of the locations (Durmaz, 2014). Culture sets boundaries for the business to operate within. Culture determines the manner in which individual spends money. Cultural aspects of every country differ from another which creates an impact on the choice and selection process of every individual. Cultural factors are crucial for determining the buying behaviour of the customers. Culture set the preference or the 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 and Relationship Marketing | Report_3

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