Understanding and Engaging in the Customer Experience
Added on 2020-10-22
16 Pages5853 Words391 Views
Understanding and engaging inthe customer experience
Table of ContentsINTRODUCTION...........................................................................................................................3TASK ..............................................................................................................................................31. Critically analyse the factors that influences organisations ability to maximise customersvalue.......................................................................................................................................32. Quality process of TESCO and its effectiveness in meeting requirements of customers..9CONCLUSION..............................................................................................................................14REFERENCES..............................................................................................................................15.......................................................................................................................................................16
INTRODUCTIONCustomer value is considered as the business concept used by the organisation to analysesatisfaction level of customers while buying the products and services. This evaluation is basedon understanding the beliefs and values of customers which influences them to remain loyaltowards the organisation. It is essential for every organisation to provide quality services to itscustomers in order to increase business growth. Customer satisfaction increases the purchasingbehaviour of the customers and attracts them to buy the products and services of organisation atregular basis (Ali, Hussain and Ragavan, 2014). Present assignment is based on TESCO, whichis one among the renown retailer of United Kingdom. This organisation is large in size whichoffers huge number of products and services at its stores across the world. This assignment isgoing to discuss about various factors which influences organisation in order to maximisecustomers value. Further, critical analysis is done for understanding the quality process ofTESCO and its effectiveness which contributes in meeting customers requirement. TASK 1. Critically analyse the factors that influences organisations ability to maximise customers valueAccording to views of Homburg, Jozić and Kuehnl, (2017), Customers value refers to themarketing concept which emphasize on evaluating satisfaction level of customers whilepurchasing products and services. In addition to this, this concept tries to understand likelihoodof customers which encourages them to purchase products repeatedly and provides ongoingbusiness to the organisation. This concept is used by most of the business firms in order toidentify their regular customers and also provides them brief knowledge about the satisfactionlevel of customers. TESCO is UK based multinational retail company which is one among popularisedretailers across the world. This business firm was founded by Jack Cohen in 1919. TESCO isconsidered as the fastest growing organisation in United Kingdom as it owns 6553 shopsworldwide (Bagdare, and Jain, 2013). This retail store offers various types of products and
services in its store such as food products, groceries, financial services, clothing, householdappliance, kitchen item etc. According to the huge number of supermarket, this organisation has around 476000employees who are working in stores in order to provide maximum monetary benefit toorganisation. Top management of this organisation considers working staff as the valuable assetof business organisation. It is believed by the founder of TESCO to provide maximum benefits toits employees with purpose of enhancing their satisfaction. Manager of organisation,concentrates on fulfilling the needs and requirement of employees and provides maximumbenefit to them for satisfying their desires (Bilgihan, Kandampully and Zhang, 2016.).Ifemployees get satisfaction with their job then they will perform in more effective manner forfulfilment of customer satisfaction. Employees of TESCO are not satisfied which impactsnegatively on customers value and restricts them to satisfy customers. In relation to this, topmanagement of the firm is using Maslow's motivation theory in order to motivate employee thatwill directly improve their performance satisfy the needs of employees accordingly. Maslow's motivation theory: As per Vivek, Beatty and Morgan, (2012), theory is basedon psychological needs of human beings which are required to be fulfil at each hierarchical inorder to motivate the employees. According to Maslow, it is believed that every needs of everyindividual is required to be fulfilled in the given structure in order to satisfy them at maximumlevel. In context to TESCO, its manager can use this theory to motivate its manpower which willdirectly work in effective manner for enhancing customer value by satisfying their needs.According to Maslow's' need hierarchy every level of its pyramid is elaborated below. (Sources: Maslow’s Hierarchy of Needs Theory. 2018)Illustration 1: Maslow hierarchy of needs
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