Strategies to Enhance Customer Perception and Brand Loyalty - Report

This report analyzes different methods for improving customer perception, a crucial marketing concept encompassing customer awareness and impression of a company and its offerings. The report highlights key strategies such as maintaining consistency in performance, building emotional relationships with customers, fostering effective consumer interaction through social media and feedback, adopting a holistic marketing approach that considers employee satisfaction, and showcasing brand value through strategic marketing. The report emphasizes the importance of these strategies in increasing sales, enhancing brand loyalty, and building a positive brand image. The findings are supported by academic references, illustrating the practical application and impact of these approaches in today's competitive business landscape. This document is available on Desklib, a platform providing AI-based study tools.

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Customer Experience and Negotiation
Ways to Improve Customer Perception

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Different Ways of Improving Customer Perception
The aim of this file is to evaluate different methods through which a company can improve customer
perception. Customer perception is defined as a marketing concept that encompasses customers’ awareness,
impression and consciousness regarding a corporation or its products or services (Muyeed, 2012). There are
different factors which influence customer perception such as social media, public relations, advertising,
personal experiences, reviews and other channels. It is important to have positive customer perception since it
assists in increasing the sales of a firm and improve its effectiveness. Negative consumer perception adversely
affects a corporation’s success since it results in reducing its sales. Therefore, companies focus on
implementing appropriate policies to influence customer perception positively. Following are different ways
through which a corporation can improve customer perception.
Maintaining Consistency in Performance
One of the biggest obstacles to maintaining a positive customer perception is inconsistency in the performance
of a company. While using a product or service, customers prefer that the firm is maintaining a level of
consistency at its quality and price which result in increasing brand loyalty. Loyal customers choose products or
services of a single brand because they maintain consistency in their offerings. Organisations should not put
processes over people; the company procedures should focus on customers’ demands, and they should be
consistent. Implementation of new technology to improve the procedures is necessary to improve the quality of
the products or services (Liu and Hung, 2010). The firm which offers consistent quality at similar price range
has a positive image among customers. It increases consumers’ loyalty towards the firm because customers
trust an enterprise which offers consistent quality along with reasonable price. Therefore, consistent
performance positively influences customer perception.
Emotional Relationship with Customers
According to the study of Asshidin, Abidin and Borhan (2016), striking an emotional chord with customers
assists the organisation in improving customer perception. The companies are required to move beyond

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customer satisfaction, and they should focus on connecting with consumers at an emotional level. The
corporations should focus on fundamental motivations of consumers and fulfilling their emotional needs that
are attached to products and services to create an emotional bond with the customers. For example, customers
use voice channel while sharing queries or feedback with a company, therefore, the firm should train their
consumer representatives to provide the best possible experience to consumers during critical calls. Emotional
connection with customers is critical for brand development which assists in increasing a firm’s sales. The
enterprise should use positive words and empathetic statements during advertisements to build trust and a
positive impression of the company which positively influence customer perception as well.
Effective Consumer Interaction
In today’s competitive business world, organisations focus on maintaining a positive relationship with their
customers since it results in improve customer perception towards the firm. The corporations use social media
sites to interact with their customers and collect their feedback. Positive social media image assist in improving
customer perception which results in increasing company’s sales. For example, Starbucks use social media sites
to interact with its customers, resolve their queries and collect their feedback which assists them in maintaining
a positive social media image (Chua and Banerjee, 2013). Positive brand image increases customer perception
towards company’s products as well. The feedback and queries provide crucial information to the firm which
assists them in creating products or services as per consumers’ demands which leads to increasing customer
perception.
Holistic Marketing Approach
In order to improve customer perception, organisations are required to focus on fulfilling demands of its
employees as well as it leads to enhancing consumer satisfaction. Holistic marketing approach is referred as a
business marketing philosophy which considers all parts of the business as a single entity and focuses on giving
a shared purpose to each activity (Choi, Ko, Kim and Mattila, 2015). A company functions as a human being,
and it is necessary that each part perform its functions properly. Holistic marketing approach focuses on
fulfilling employees’ requirements to improve their performance which encourage them to provide high-quality

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services to consumers which increases their satisfaction rate. Highly satisfied customers have a positive
perception towards the company and its offering. Therefore, holistic marketing approach results in improving
consumer perception.
Showcasing Brand Value
The companies should focus on showcasing their brand value through effective marketing strategies which
creates a positive perception in consumers’ mind (Xie, 2011). Organisations should not consistently brag about
their brand value by posting on social media sites; they should be subtle and post things that customers are
interested in which positively influence their perception towards the company.

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References
Asshidin, Nor Hazlin Nor, Nurazariah Abidin, and Hafizzah Bashira Borhan. "Perceived quality and emotional
value that influence consumer's purchase intention towards American and local products." Procedia
Economics and Finance 35 (2016): 639-643.
Choi, Hyeonyoung, et al. "The role of fashion brand authenticity in product management: A holistic marketing
approach." Journal of Product Innovation Management 32.2 (2015): 233-242.
Chua, Alton YK, and Snehasish Banerjee. "Customer knowledge management via social media: the case of
Starbucks." Journal of Knowledge Management 17.2 (2013): 237-249.
Liu, Heng Yih, and Wei Tien Hung. "Online store trustworthiness and customer loyalty: Moderating the effect
of the customer's perception of the virtual environment." African Journal of Business Management 4.14
(2010): 2915.
Muyeed, Mohammad Abdul. "Customer perception on service quality in retail banking in developing countries-
a case study." International Journal of Marketing Studies 4.1 (2012): 116.
Xie, Xinglong. "Service quality measurement from customer perception based on services science, management
and engineering." Systems Engineering Procedia 1 (2011): 337-343.