Operationalizing the Consumer Perception - Essay Example

Operationalizing the Consumer Perception of Operationalizing Consumer Perception There are two main ways in which management may view customers. First, managers consider customers as mere points of profitability. In the second case, managers treat customers as of greatest importance to their businesses (Kotler & Keller, 2012). The latter approach is more effective since it allows managers at all levels to interact with their clients to understand the customers’ needs, interests, perceptions and level of satisfaction with the services provided.

In the former case, the management is quite distant from the customers, making it quite difficult for managers to interact closely with their clients to understand their needs and perceptions of product quality. Health care is one setting in which the two perceptions of customers are applied. Because of the delicate nature of patients and the health care services, the approach that places the customer at the top of the pyramid is highly recommended. Through this approach, health care facilities such as hospitals are best positioned to budget and plan their operations based on the perceptions, satisfactions and overall outcomes of their clients (Cheung-Larivee, 2012).

It is also of the essence that patients’ families’ perceptions are also accounted for, especially for patients not in a position to give their opinions or make choices. Moreover, the approach that places the customer at the top seems more effective because with close interactions with patients, care providers can deliver services in real time, thus satisfying their customers. Interactions between management and workers are also improved (Cheung-Larivee, 2012). ReferencesCheung-Larivee, K. (2012). “Hospitals Underestimate the Threat of HCAHPS Penalties.

” Retrieved on January 9, 2015 from http://www.fiercehealthcare.com/story/hospitals-underestimate-threat-impending-hcahps-penalties/2012-03-22 Kotler, P., and Keller, K. L. (2012). Marketing management, fourteenth edition. Upper Saddle River, New Jersey: Pearson Education Inc., publishing as Prentice Hall.