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Evaluate The Influence Of Customer Perception Report

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01.03 Evaluate the influence of customer perception and expectations on service levels Customers have immense influence on service levels in the retail sector. Customer perceptions and expectations dictate where they shop and it is up to the retailer to react and anticipate these influences to remain relevant in the fluctuating retail market. Retailers can have direct and indirect interactions with customers that aim to meet their expectations. Businesses have to consider the controllable aspects of customer perceptions and expectations through the products and services that the organisation offers, the prices of these products and the customer experience. Retailers have to perform market research to recognise the products and services of …show more content…

Retailers recognition of the impact they have and responsibility to address these movements filter into the customer perception of the business. Societal and environmental issues are a hot topic at present with increase activism and public awareness. Retailers need to take steps to address these issues to improve or maintain the perception held by consumers (Rangaiah, 2021). Retailers who fail to engage face the possibility of bad press, negative social media and in some retail setting even protesters. Advertising retailer’s enrolment in these movements not only enforces customer perceptions of causes but also increases brand awareness that can maintain or even introduce new customers to the business (Inabo, 2021). Veganism is a social movement that focuses on animal right but it is also an environmental concern as rearing animals has a large carbon foot print. Introducing vegan products to the store demonstrates the retailer’s acceptance of responsibility and also the willingness to diversify and adapt to protect and improve service levels. However with increased social and environmental accountability, prices can be affecting due to greater cost in procurement and production. The customer perception and expectation could increase with one demographic but decrease with others due to the increase in pricing. Retailers have to realise they cannot please everyone which can result in fluctuations in market

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Shoppers might object, claiming they do not have the means to pay for organic, ecological or culturally available food. They might point out some organic food is more expensive like milk, a staple to our diet. If a shopper bought one gallon of organic milk for $5.99 at Trader Joe’s, a popular Whole Foods chain store, each week for a year instead of a gallon of regular milk for $1.98 at Kwik Trip, a local gas station, they would be spending $208.52 more a year on milk alone. Although I understand that it can be a little more expensive, I still maintain that there are ways to make shopping in a more healthy way, cheaper. To starting with, we could purchase in-season produce because out-of-season is more expensive, due to shipping and storage costs.

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In this assignment i will be explaining how focusing on customers and how providing really good customer service is important in retailing. I will also be looking into the various ways customer service and sales techniques have changed in Tesco. To conclude, i will analyse the impacts made from different customer services and sales techniques in Tesco. As my selected business, i have chosen Tesco.

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01.01 Explain what is meant by customer service in the retail sector Customer service is vital in the retail sector as it can make or break a business. If the retail business does not have the monopoly on the products or services it provides, they must introduce tools and behaviours that will entice customers into the business instead of the market competitors. Customer service plays a major role as it is usually engrained in the business plan and continually evolves. Customer service is essentially the interactions between a business and the consumer, however the interaction is the responsibility of the business and the consumer is aware of this. Customer service can occur face to face with consumers, over the telephone, written correspondences either postal or email and also online through the retail website or social media.

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The consumers have the ability to increase the environmental sustainability. When National Geographic researches about this issue, it got the statistic from many consumers around 18 countries (para.4.5). So it found a few of American consumers able to live sustainably, and they feel not so much guilt. In the contrary, the consumers of Chains and India promote to live sustainably, and they feel more guilt (para.6). However, the people cannot live sustainably without awareness about the sustainability and

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Restaurants who have embraced the use of organic ingredients have seen an increase in support from consumers. According to Leahy (2006) the need for organic food is well documented, and has thus seen a growth in grocery stores, and independent restaurants on

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Consumers now are more informed of the sources of production and habits of the businesses they support. Although some shoppers now think and the shop, this is system has cut into family time so that consumers are overworking to buy and feel special and important. Luckily there are people interrupting this system, passionately fighting for clean production, stopping deforestation, labor rights, fair trade, conscious consuming, blocking landfills and incinerators and most importantly: taking back our government. No industry has been left out of these new standards and expectations but the culture and nature of distribution and promotion must change. (Leonard).

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This EMA will be looking at John Lewis Partnership (JLP); how the JLP have been affected by global and international retailing, sustainability and ethics, and technology and retailing. I will be making three recommendations that JLP might take to ensure their long-term success. I have chosen the John Lewis Partnership (JLP), as I believe it is an interesting retailer to explore. The 84,000 permanent staff who work for John Lewis are partners, not employees. John Lewis, (2018)

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• The customer analysis section must identify the target customer or the best customer for the company. • It must then show what the needs of the customer are. • It then links the two together by identifying how the company's services or products meet the needs of the customer and satisfies the customer. • How many potential customers are there? • Compared to a year or more ago, is the number of potential customers growing or decreasing?

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Best example is Oil price, assuming other factors for demand will remain consistent. When the oil price increase the customer are still willing to pay the price as there is no alternative

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In the recent years more and more companies in the retail and food industry are concerned about the environmental consequences of their action and also the social ethics for the people involved in the production process. This is a shift from the philanthropic actions companies used to take in 1970’s and by following basic international standards to a ‘business case’ perspective of CSR (Customer Social Responsibility). According to the World Business Council for Sustainability Develpoment ( WBCSD) CSR is: ‘’ the commitment of business to contribute to sustainable economic development, working with employees, theirfamilies, the local community and society at large to improve their quality of life’’ (World Bank, 2002)

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Furthermore, it is noted that customers, particularly from developed nations like UK, France and Italy are more and more concerned about their health and the report on individual health expenditure over the last decade by OECD (2011) has confirmed that. The report shows that customers are becoming more inquisitive in the type, nature, origin and the processing method of materials in which, apparel and clothing firms uses in producing their product. Thus, demanding for transparency and accountability. Consequently, many customers have gone green and they are persistently advocating for sustainable and ethical activities of firms (Johansson, 2010; Pookulangara

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The sector is witnessing a radical change as traditional retail markets are replacing with new formats such as discounts stores, departmental stores, hypermarkets, supermarkets etc. In this competitive environment the retailers are more forced to concentrate towards Customer service & their satisfaction. In retail stores, the customer service is includes like counter service, billing the products, offer explanation to customers, providing them coupons, explain the product

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This is also where price mechanism takes place because any changes in demand and supply, will affect the price, and eventually balancing the demand to be equal to supply. This is the reason why consumers and producers have no control over the price, and in this situation, everyone is considered as price takers. This causes a horizontal line in the demand curve for the firm’s product(s), as can be seen in Figure 1 (b). Figure 1 There are barely any barriers to enter this market, making it easy to enter and exit according to the firm’s capabilities.

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