Free Marketing Dissertations - Instead It Would Make Me Very Happy If All The Required Information Was
Instead it would make me very happy if all the required information was provided and the final decision was left solely to me.
In the sales phase the author is very paranoid about swift transaction and delivery wherever applicable. When a decision has been made to purchase a product the author likes to have it at the earliest without much hassles (complicated payments procedure, delayed delivery etc). If the mode of purchase is face-to-face the author likes to interact with a courteous, informed and informative assistant ideally with a smile. It is also worth pointing out that in cases of catalogue shopping limited time to inspect or view the item is very frustrating.
The after-sales phase is generally the most annoying phase according to the author. Till this phase the providers have an interest in selling their product or service so they try to do most of the things as per the customers’ desire but things change drastically from this phase. One of the most irritating factors that turns off the author is when appropriate follow-up procedures are not in place. Refunds and replacements should be made as simple as purchase. If there is a problem with the purchase the author likes to talk with a customer service assistant and sort it out almost immediately. Lack of straightforward complaint procedure in case the author has been improperly dealt with is a major irritant.
In conclusion the author would like to point out that the above mentioned observations are at a very personal level and should be treated as an individuals view. However in the author’s opinion, this discussion provides a preliminary insight about the various issues related to customer behavior and a very good starting point for further research in this area. It will be ideal to conclude this discussion by referring to a quote from Smith (1937) which essentially points to the fact that ‘providers need customers’.
Consumption is the sole end and purpose of all production and the interests of the product ought to be attended to, only so far as it may be necessary for promoting those of the consumers
References and Bibliography
Assail, H. (1995) Consumer Behaviour and Marketing Action. USA: Thomson International Publishers.
Berry L.L. Zeithaml, V.A. and A. Parasuraman (1990), Five imperatives for improving service quality, Sloan Management Review (1990), pp. 2938.
Drucker, P. F. (1974) Management, Tasks, Responsibilities, Practices, William Heinemann Ltd, London, p.64
Hawkins, D. I., Best, R. J. and Coney, K. A. (1983) Consumer Behaviour: Implications for Marketing Strategy. USA: Business Publications Inc.
Parasuraman A. Berry, L.L. and V.A. Zeithaml, (1991) Understanding customer expectations of service, Sloan Management Review 32 (1991) (3), pp. 3949.
Peter, J. P. and Olson, J. (1999) Consumer Behaviour and Marketing Strategy. UK: MacGraw
Reynolds, F. D., An analysis of catalog buying behavior.
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