People Flashcards
People
It is the element in the marketing mix that is concerned with employee-customer relationships.
It is the most important element in service-based businesses.
Appearance (uniform), skills, attitude, manners, response to criticism, communication and feedback are some of the aspects within people that businesses have to take into account.
The importance of employee-customer relationships
Competitive advantages. Customers are more likely to purchase from a business where the customer service is excellent. It can be a unique selling point for a business. It makes a business gain customers and specifically loyal customers.
Increased value
The employees act as a transactional link between the business and the consumer. For example in restaurants. So, relationships are vital.
Customer Relationship Management, ensure that staff are trained to develop good relationships.
Cultural Variation
Some cultures may dominate others within an organization, with employees having different beliefs and opinions, that can create a cultural gap within the organization. The organization is in charge of closing this gap.
Closing the gap leads to: Sense of unity, teamwork, motivation which all leads to stronger employee-customer relationships.
In addition, marketers need to learn and understand the different cultural variations in each market to satisfy customer’s needs fully. Example: McDonald’s offering special dishes in different countries according to their culture. + Businesses can learn from different cultures.
