Customer Value and Satisfaction - Swire Hotels Group - Case Study Example

INTERIM REPORT Location Introduction service and care are a critical component of any successive business venture (Mcardle, 2008, p. 81). In this regard, the Swire hotels have incorporated the aspect of quality customer service and care in the operation of all their hotels. The Swire Hotels customers use the identification process before purchasing any product or service. Good customer care services need an approach to identify what matters in the process of customer satisfaction. Because customer satisfaction requires more than what the stimuli gives the Swire Hotels Customer care providers need to consider the physiological and psychological values of the consumer. The providers need to consider possible input variables, as well as consider the output to determine the satisfaction levels. There are many socioeconomic factors, which stimulate consumer action. For instance, environmental factors like social status, family situation, and cultural background, influence the buyer’s decision-making process especially in Swire Hotels. After the purchase, the Hotel needs to consider how the consumers behave during the acquisition process. The repeat behavior of different consumers of the product sold determines how exactly the consumers like it or hate it. First of all, the Swire Hotels needs to analyze the marketing stimulus that is the product quality, how affable the price is and how the geographical location of the services gives the customer’s access. To the services provided. It matters to consider the advertisement of the services, and how it is done to attract the consumers. The other stimuli that come into play and matter stand in the economic situation that could affect the financial position of the consumer. Technologically, the technical process of getting the services while the political situation affects the clients, whether in a long or short term politically. The culture of the purchaser determines if he or she would like to use the product. If the culture affects the decision of the consumer it is necessary that the customer care notices to provide better service. The buyer`s characteristics when making a purchase determine whether the customer likes a product or does not like the product. The decision of the buyer provides an understanding of what the customers want. 2. JONES MODEL The products that the consumers prefer most and the responses of the consumers matter to determine the population of customers and the choice of product preferred. The brand of the product shows the type of product preferred in a certain area and by certain consumer types. The choice of the dealer in product distribution affects the decision of the consumers. The purchase timing affects the choice of the consumer on different products, and the time in which they bought the product. The amount of the purchase a consumer makes determines his or her need for the product being sold. It remains important for the service providers to determine the customer type and what affects the choices of products the consumer makes. An eclectic consumer has a more sophisticated approach that is based on the variables affecting the consumer environmentally and based solely on a personal level. The consumer of this type behaves in manners that affect his or her decision making in problem-solving processes. The decision-making process remains influenced by the recognition of the need for the product. The consumer then follows on and searches for information about the product. The consumer then evaluates the types of products available and decides on the products that suit him or her the most. The decision to purchase the product means that the buyer preferred one product time more than the others. The outcome of the speculation remains determined by the consumer`s return to obtaining more of the same product purchased initially. The consumer’s choices follow more than the need for the product. Rather, culture, social class, family and personal influence or other environmental control. Other issues are affecting the choice of product and purchase. Consumer resources, knowledge, attitudes and demography among other issues determine the need for a product (Khosrow-pour, 2013, p. 34). 3. Methodology The theoretical method will stand used in the critical review. The mode involves the exploration of applicable theories pertaining to the phenomenon under discussion and enhances revolutionary perspectives on the issues of concern. In this regard, the process is subject to analysis to ascertain the appropriate theory in the context of the Swire Hotels. According to Information Resources Management Association & Khosrow-Pour (2013, p. 52), the theoretical methodology should be in sync with known scientific facts. The research information will base on secondary data, such as the study of the textbooks, organization publications, and academic journals. Swire Hotels need to identify the consumer choice and what motivates him or her in making the necessary purchase of the service providers in understanding the issues relating to the characteristics of the clients concerning the different products. The responses concerning the products, the means of packaging, advertising determine different concepts pertaining to consumer choices and the methodologies involved in the purchase of products. The shopper needs and acts on a spectrum based on his or her self-concept and other issues attributing to the interest in the product purchase. 4. Main Discussion a. Monadic approach The monadic approach does not entail the internal aspects of a consumer like psychology. According to Sheela (2012, p. 23), the monadic approach gauges the consumers, according to the input and output variables of the Hotel like sales. The hotel applies many models of the Monadic approach. The black-box approach remains based on a stimulus-response causal effect. The stimuli in the case of customer service analysis for Swire Hotels encompass cultural, political, economic and social factors (OFallon and Rutherford, 2011, p. 94). Consequently, the customers respond to product choice, brand choice, and product purchase timing. The model contains a black-box, which includes the buyer characteristics and the process of customer purchase. The process of customer purchase determines the response of a customer. Additionally, Swire Hotel customer characteristics also influence the response of customers to price, product, place and promotion of a particular product. The monadic approach reviews the stimulus effect from different sources such as the marketing strategies employed to attract the consumer. The monadic approach influences the consumer into purchasing the product being sold. The output from the user refers to the behavior of the consumer before and after making the purchase in regards to satisfaction towards it. Afterward, if repeat behavior remains shown in response, then the users love the product in the sale. The second monadic approach considers more than the stimuli. It focuses more on marketing stimulus effect, the other stimuli in the buyer`s behavior and the buyer`s responses. b. Psychographics According to Leland, K., & Bailey (2011, p. 56), the psychographics tool explores the attributes of customers, which influence their product purchase decision. Additionally, the hotel provides the Swire Hotels marketing team with information on the factors, which affect the sales. Consequently, the Hotels channel adequate resources to the factors to appropriate areas. Sherman (2009, p. 91) asserts that consumer behavior is critical in the maintenance of high customer service quality. Additionally, customer behavior is subject to user characteristics, which remain explored during psychographic analysis. Marketing for Swire Hotels needs an evaluation of the traits and characteristics that affects the response of the consumers that remain targeted into considering the lifestyle of the targeted consumers and their lifestyles. The psychographic identifies more features in the lives of the targeted consumers in Swire Hotels. It focuses on the work, hobbies among other activities that would interest and improve customer services. The benefits remain important to identify and tailor make focuses on the interests of the family interests of the consumers on their contributing factors towards their preferences. Then demography follows the characteristics of the people in an area where the services of Swire Hotels remain provided to ensure full customer satisfaction. The pleasure comes from getting services that serve the purpose of the money available and according to the demography of the region in accordance with the income of the people there. According to perceived services the consumers expect certain dimensions of reliability of the service provider’s custom made for the personal needs of the patrons. The regulars assess the quality and according to the expectations of the customer the quality of the service could surprise, satisfy and stand unexpected. 5. Conclusion In exceeded expectations, the quality of the services means that the provider provided services made based on the psychographic assessments of the consumers. Jones’ model of consumer choice also reveals the process of the consumer decision-making process. According to Burnett (2007, p. 32), perceived service quality among the Swire Hotels customers influences the sales of the hotels. In this regard, the customers must be impressed and serviced with decorum. The habit of offering quality service delivery affects the perception of both regular and potential Swire customers (Martinez and Hobbi, 2008, p. 45). According to Kapoor, Paul and Halder (2011, p. 43), the cooperation and synergy among Swire employees, promotes quality customer service and care. Therefore, it is important for the Swire Hotels marketing team to ensure that the maintenance of quality service delivery. The reliability of the services from Swire Hotels increases service, dependability and accuracy as expected by the consumer. The motive for doing this is to avoid under promises, and the over delivery to the customers only to the custom made expectations of the users. It remains impartial that all the stakeholders and suppliers need to serve and deliver implicitly. To avoid customer disappointment, the providers need to offer reliable and predictable services to the expectations and possibly over the expectations of the consumer. The hotel group specializes in the impression of customers because the hotel management believes in the importance of quality customer care. The combined service of all the groups of Swire Hotels accommodates visitor and guests; we have unique and varied needs. The hotel applies two types of consumer behave approaches. Therefore, it is prudent for the management of Swire Hotels to adopt an appropriate model to ensure quality customer service. The Swire hotel management believed that responsiveness determined itself from the willingness to assist the consumers promptly. There is also need for the employees show courtesy and convey their trust and confidence in their service providence. The customers need empathy from the service providers in their provision of services that show care ad individualized attention to the consumer without any preferences over that of others. The tangibility of services matter in influencing the satisfaction of the customer from the performance to the appearance of the facility. The tangibility of services goes onwards to equipment, communication, and personnel servicing. The services provided have to make the user feel appreciated and useful from the mere services that the providers show. 5. List of References Burnett, J. J. (2007). Nonprofit marketing best practices. Hoboken, NJ: Wiley. Kapoor, R., Paul, J., & Halder, B. (2011). Services marketing: concepts & practices. New Delhi, Tata McGraw-Hill Education. Khosrow-pour, M. (2013). Information technology & organizations trends, issues, challenges & solutions. Harrisburg, Pa., U.S.A., Idea Assembly Pub.  Martinez, M., & Hobbi, B. (2008). Building a customer service culture: the seven Service Elements of customer success. Charlotte, N.C., Information Age Pub. Mcardle, G. E. H. (2008). Conducting a needs analysis. Menlo Park, CA, Crisp Publications. Leland, K., & Bailey, K. (2011). Customer Service for Dummies. Hoboken, John Wiley & Sons, Inc. OFallon, M. J., & Rutherford, D. G. (2011). Hotel management and operations. New York: Wiley. Sherman, R. (2009). Class acts: service and dissimilarity in luxury hotels. Berkeley, University California Press. Sheela, A. M. (2012). The Money matters of hotel management. New Delhi, New Age International. Moliterni, Rocco. 2008. Proceedings of the 11th Toulon-Verona international conference on quality in services: higher education, health care, local government, tourism, banking : University of Florence, Dipartimento di scienze aziendali, 4-5 September 2008. Firenze: Firenze University Press. List of Journals Information Resources Management Association, & Khosrow-Pour, M. 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