NATIONAL INSTITUTE OF TRANSPORT
DEPARTMENT OF LIBRARY AND INFORMATION STUDIES
BASIC CERTIFICATE IN RECORDS,ARCHIVES
AND INFORMATION STUDIES
(BCRAIM)
MODULE NAME: FUNDAMENTALS OF CUSTOMER CARE
MODULE CODE: RAT 04208
ACADEMIC YEAR: 2021/2022
LECTURE NAME: PRAYGOD NGU’NDA
SEMISTER: 02
TASK: INDIVIDUAL ASSIGNMENT 02
SUBMISSION DATE: 20 MAY 2022
STUDENTS NAME REGISTRATION NO. SIGNATURE
AMOS ORGENES MOSHY NIT/BCRAIM/2021/
Question!! Satisfied customer needs, wants, and expectation as every important aspect in
organization, regardless whether in large or smaller. With example explain why is it
important to understand customer needs, wants, and expectation
Customer can be defined as the person/organization who buys goods and services. According to
‘’peter ducker 1998’’and customer needs ‘’According to Steve jobs 2001’’can be defined as the
problems that customers intend to solve with the purchase of a good or services. Knowing the
customer and his needs is most important for a successful business.’’ According to Barczi&
Graham 2013’’ a need is a conscious feeling of deprivation in a person or it is something which a
customer requires to experience satisfaction. And customer expectations are also defined as beliefs
about service delivery that serve as standards for the judgment of the actual service delivered to
the customer by’’ Zeithaml 2009’’
The following are important to understand customer need, wants, and expectation
It retains your customer, refer is the ability of an organization to withhold its customers for a
long time. The higher customer retention rates means that companies are able to retain their
customers for a long time ,but the main aim of customer retention programs and activities is to
ensure that customers may continue to buy the company products and services for the long term,
but how satisfied customer needs, wants, and expectation are important to understand aspect in
organization example if organization may delivery fast and personalized support, or by make every
customer feel like a VIP(very important person customer) be proactive, or to build empath
customer relationships in our organization, it may lead organization to increases the overall
profitability of the business by making less effort. “By Oliver R 1980”
Enhancing organization image, ‘’According to Riordan et al 1997’ ’employees are essential to
an organizations performance as their perceptions of corporate image are related to their work
attitudes and behaviors and organization image can effect or organization performance, image
perception can greatly influence the actions of employees, for example if a organization image is
deteriorating it will set off corresponding actions from the employees to address the issue, so that
by create a good design, to give more importance to actions than words, and to take care of
communication, its important that an organization sends positive signals to its employees and let
them judge for themselves the effectiveness of the organization in satisfying their interests and
needs, so it make them to be important to build affinity with brand, stand out from the competition.
Facilitate product development, ’According to Reicheld Fredrick 1996’’ to delivering a new
good or item to the market or improving the existing products for increasing sales.in organization
aspect customer satisfied needs, wants, and expectation are very important Example packing
wheat flour in retail bags for household consumption, or packing cooking oil in retail pouches for
household consumption, by identify design criteria, and to conduct an idea analysis, how facilitate
product its important aspect in organization, it improve society by making more and creative items
available for the people in community or society, and it may grow your business, more variety in
your product base means more revenue for sales to come in a new products can prove to be
lifeblood for your organization.
Increase customer loyalties, “According to Johnston 1995” the act of choosing one company
products and services consistently over its competitors. How to understand customer satisfied
needs, wants, expectation, example people decide with their emotions and justify with facts,
people buy value solutions, people cannot be forced to do anything, focus on the customer not the
product being sold, but when organization understand satisfied needs, want ,and expectation it
very important in organization by increased trust between your brand and customers when
customers choose to frequently return to your organization the value was increase because loyal
customers are more likely to buy additional products, keeps marketing costs down, but the best
example of customer loyalty programs put the customers needs and desires at the heart.
Increase sales “According to Cambridge 2008” one of the best ways to make more money in your
business organization is by selling more of your product there are key important that contribute to
your sales and improve your business and increase sales like product which means to evaluate all
aspects of your products, store, brand name, packaging, and production cost. Price that consider
where you stand on price in comparison to your competitors and to adjust your pricing if necessary
to stay competitive. Place and promotion mean how to promote your products. And how to
increase sales it must be to know your customers, building interest in your business, attract
attention, create desire, take action, and how this because customer decide with their emotions,
then justify with facts, customer cannot be forced to do anything, be positive, and focus on the
customer. this is very important to greater brand awareness, repeat business, and it increased profit.
Understanding the customers situation and need together with the right offering of products
leads to high customer satisfaction and in turn a better running business. Bridging the gap between
a firm internal quality improvements and external measures of customer needs and satisfaction is
an important aspect for the success of a business. That there is much importance in understanding
the link between customer needs and customer satisfaction which affects the profitability of a
business.
REFFERENCES
Oliver R. L . Satisfaction; A Behavioral perspective on Consumer. New York; McGraw
Hill, 1997
Zeithaml, V, Berry, L, & Parasuraman, A, The nature and Determinants of customer
expectations of service journal of the academy of marketing science, vol 21, pp.1-12,1993
Oliver R L ‘’A cognitive model of the antecedents and consequences of satisfaction
decisions journal of marketing research, vol 17 no 4 pp 460 1980
