Consumer Behaviour and Experiential Marketing
"Consumer Behaviour is a process whereby individuals or
groups purchase different products to fulfil their needs and wants".
(Soloman.M (2013). Marketers must understand the various consumer segments they
are targeting in order to meet the segments’ needs. Many dimensions are
relevant for understanding consumer needs and wants. Usage (whether heavy or
light) can help to focus marketers’ energies. In addition there are many
demographic variables that can help in understanding groups of consumers.
How many times have you heard that ‘the customer is always
right’? In the travel and tourism industry, a business that offers a high level
of customer service is more likely to gain a competitive advantage. Many job
roles in the sector require you to have customer service skills, which is why
it is important for you to gain the knowledge, understanding and practical
skills you need to be able to deliver an excellent customer experience. Every
travel and tourism organisation has targets; these can be in the form of
mission statements, customer charters or an increase in profits or visitor
numbers. Many of these organisations will lay out a series of customer service
aims that will help them meet these targets, and will enable them to make sure
that customer service is being delivered at the highest level. Customer service
aims can be measured and reviewed at regular intervals to determine how well an
organisation is performing.
Table 1:1
|
Organization
|
Size
|
Type
|
Example of customer service aim
|
|
Visit Britain
|
Large
|
Public
|
·
Meeting customer needs, e.g. providing information
·
Increasing the number of visitors in the UK
·
Encouraging repeat business
·
Increase hotel bookings etc.
|
|
National Trust
|
Large
|
Voluntary
|
·
Increase visitors number
·
Meeting customer’s needs, e.g. information on historical sites
·
Creating new business etc.
|
|
Chester Zoo
|
Medium
|
Private
|
·
Maximising profits
·
Increase in booking and shop sales
·
Encouraging repeat business
·
Meeting customer needs, e.g. variety of
animals, food outlets etc.
|
The size of an organisation may have an effect on the
customer service aims of the organisation. For example, a small guesthouse may
be more interested in meeting customer needs and creating new business in order
to grow and gain popularity for their business. Whereas, a multi-national tour
operator may be more interested in increasing profits and meeting increased
bookings and sales targets in order to maintain a large workforce and profits
for shareholders, as well as being able to offer choice to holidaymakers. This
is not to say that they do not want to meet customer needs. They also have to
meet customer expectations because most people when they hear about Chester Zoo
they expect to go there and see all kinds of animals when they get there; so it
is important for Chester Zoo to meet those expectations so they don’t end up
with disappointed customers and may lose some if they don’t they will lose some
repeat customers.
