Meeting Customer Needs Report: Business and Law, 2017/18

This report analyzes the critical aspects of meeting customer needs from both marketing and operational perspectives. It identifies communication and resource problems within an organization and evaluates the relationships between marketing and operational issues, including management and human resource failures. The report explores the importance of customer involvement, focusing on politeness and promptness in service delivery. It examines customer expectations, such as speedy service and quality goods, and assesses how well a business is set up to meet these expectations. Problems causing discrepancies between customer expectations and delivery standards, such as lack of cohesiveness and low standardization, are discussed. The report also covers customer expectations theories like assimilation and contrast theory, as well as primary data collection methods such as interviews and questionnaires, and the ethical issues involved. The report concludes with references to relevant academic sources.

Meeting Customers Needs

1.1 Outline of organisation problems and associated issues
from both a marketing and operational perspective.
• Communication problem-
• The communication is the main problem observed in
marketing as well as operation department.
• If staff has no concern as they are not communicated with
departments, this will be barrier to operations and marketing
team
• Resources-
• Resources are important as people are the main source for
marketing and operation department.
• If adequate source of employees are available, then firm will
have serious issues.

1.2 Evaluate the relationships between the marketing and
operational problem identified in organisation
• Management failure-
• Management will fail if marketing and operation department
are not integrated.
• Managers are advised to allocate required team of members
in operation department.
• This team can communicate with marketing team to
accomplish set targets.
• Human Resource-
• Operations department should communicate with management
team to hire efficient employees.
• They will provide employees for effective marketing of
company's products.

1.3 The identification of customers and their involvement in
the service
• Politeness-
• For gaining more consumers, firms should convey its message
in polite way.
• By such politeness, consumers are attracted to avail services of
the organisation in the best possible way.
• Promptness-
• Promises to deliver goods to consumers should be done in
stipulated time.
• This will enhance consumer satisfaction for the betterment of
the company.

1.4 Customer expectations of the business.
• Speedy service-
• Organisation should provide speedy and timely services to
consumers.
• This will build consumers loyalty to the brand and trust would
be entrusted in them for the company.
• Quality of goods-
• Goods possessing higher quality should be provided to
consumers at competitive price.
• They should not be prompt to higher prices.

1.5 Evaluate of how well the business is set up to
deliver to customers expectations at the earliest.
• Know your consumers-
• Information needs to be gathered regarding
consumers demands and needs.
• This will give clarity to organisation to provide
required services to them in effective way.
• Respect needs-
• Needs of consumers should be evaluated which will
give satisfaction to him in best possible way.

1.6 Problems that cause discrepancy between
customer expectations and delivery standards in
organisation.
• Lack of cohesiveness-
• Organisation lacking in cohesion lands it to reduced
consumer satisfaction which is serious issue to it.
• Low Standardisation-
• Goods which are delivered in low standards are not
acceptable by consumers.
• This will harm organisation's reputation in the
market.

1.7 Customers expectations theory and
concepts for organisation
• Assimilation Theory-
• This theory states that consumers make some kind of
comparison between product performance and
expectations about the product.
• Contrast Theory-
• It is based on consumers post usage of the goods.
• It is tendency to magnify discrepancy between one's
attitude and attitude of opinion statements.

1.8 Explain how primary data could be collected by
organisation
• Interview-
• Interview can be conducted face to face
by interviewing respondents.
• The replies can be immediately noted down.
• Questionnaires-
• Respondents are asked to fill out the
questionnaire which consists of various
information required to be answered by them.

1.9 Ethical issues in primary data
collection
• Privacy-
• Private information should not be published or used
or transferred in any manner which violates primary
data.
• Non publication-
• Data should not be published without the express
permission of the holder.
• Confidential information will not be violated.

REFERENCES
Berthon, P. R., Pitt, L. F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web
2.0, social media, and creative consumers: Implications for international marketing
strategy.Business horizons.55(3). pp .261-271.
Marković, S., Raspor, S. and Šegarić, K., 2010. DOES RESTAURANT
PERFORMANCE MEET CUSTOMERS’ EXPECTATIONS? AN ASSESSMENT
OF RESTAURANT SERVICE QUALITY USING A MODIFIED DINESERV
APPROACH.Tourism and Hospitality Management.16(2). pp .181-195.
Slack, N., 2015. Operations strategy. John Wiley & Sons, Ltd.
Tseng, S. C. and Hung, S. W., 2013. A framework identifying the gaps between
customers' expectations and their perceptions in green products. Journal of Cleaner
Production.59. pp .174-184.
Varadarajan, R., 2010. Strategic marketing and marketing strategy: domain, definition,
fundamental issues and foundational premises. Journal of the Academy of
Marketing Science. 38(2). pp .119-140.

THANK YOU