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Case Studies: Sas Airline &Amp;Amp; Ryanair. ... 10 2.3 SCIENTIFIC IDEAL (EPISTEMOLOGICAL
CONSIDERATIONS ... since allowed entrepreneurs to create their company, lots of ...
... target segment mainly consisted of an ideal mix of ... corresponding to the life stage
of the customer. ... AIG Life Insurance Company Limited, AMP Sanmar Assurance ...
Submitted by elthomp1 on April 25, 2006
Category: Business
Words: 2380 | Pages: 10
Views: 783
Popularity Rank: 8,551
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Ideal Consumers and Their Behaviors
A key factor that influences consumersˇä choice of retailers, and other service providers, is customer service. For example, many people choose to shop at certain stores, do their banking at a particular financial institution, stay at a specific hotel, eat at certain restaurants, or take their clothes to a particular dry cleaner, etc., based on the level of customer service provided by that establishment. This aspect of customer service encompasses such factors as the level of responsiveness, friendliness, reliability, and promptness of employees. Another key aspect of customer service that affects consumersˇä choices of retailers and service providers is the manner in which the seller responds to customer complaints. Many times consumers make their choices based not only on the level of service provided at the time of sale, but also on their perception of the level of customer service they can expect to receive after the sale, should a problem arise (Blodgett 31-42).
This aspect of customer service is critical to the long-term profitability of a firm. Firms that develop a reputation for consistently remedying customer complaints are more likely to develop customer loyalty and, over time, may increase their market share. Conversely, firms that develop a reputation for not being willing to remedy their customersˇä complaints may slowly lose many of their customers (Blodgett 31-42).
Complaints offer businesses an opportunity to correct immediate problems. In addition, they frequently provide constructive ideas for improving products, adapting marketing practices, upgrading services, or modifying promotional material and product information. While occasional problems with service of merchandise are, to some extent, inevitable, dissatisfied customers are not. Companies can learn to recover from mistakes. A good recovery can turn angry, frustrated customers into loyal ones (Blodgett 31-42). Recognizing...
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