Abstract
The customers experience that result in satisfaction while availing a service is point of concern in this paper. The discussion explores how the managements of different companies who offered various services to the narrators are successful in making customers happy even in adverse conditions. Customer experience management, customer focused activities as well as emotional satisfaction of customers is featured in discussion as well as in conclusion.
Four customers who availed different types of services reveal their experiences and the researcher extract their thoughts through their narration and group discussion to enable the memory work instead of usual question and answer interviews. This method is to extract the originality of expression from the satisfied customer and to avoid the effect of interviewer on the interviewee. The researcher reviews the relevant literature that is similar to the customer satisfaction attitudes of the participants. The same is discussed with other sources that analyze the reasons for the satisfaction even in the adverse circumstances faced by customers.
Introduction
“Social case records are a series of miniature biographies,” says professor J.M.Vincent. He explains them as the materials gathered in the course of life of the subject (Mary E. Richmond. (1917, p. 68). Hence, in this memory work paper, the customer’s satisfaction is a study of emotional experiences of the customers, which lead to satisfaction regarding a service. The reason to take this aspect to study is the exploring personal memoirs that lead to an emotional wellbeing.
In order to have that, the paper examines the recent experiences of various people about the services they availed. The group discussion between the participants is used as a source to collect their emotional outbursts, which resulted in satisfaction about the services they hired. The consideration of group discussion is due to the fact the questions of researcher may influence the expression of the customer or narrator. To avoid this aspect further, the stories and articles that are written as the experiences of the customers are considered as part of the sources that analyzed and evaluated customers’ satisfaction.
Literature Review
The literature review in this paper is about the relation between customers’ personal experiences that decide their satisfaction regarding a service received. The first such one reviewed is about Jing, who went on a cruise liner for a pleasure trip from Brisbane to three nearby Islands and then return to Brisbane. Jing liked the cruise as it is affordable and she enjoyed the programs and food in the cruise liner. This is about the pleasure in a leisure trip (Jing, 2010). The satisfaction of Jing lies in human standard of value, which appreciates the comfort and pleasure in the situation they face. The entertainment offered by the cruise liner can be termed as humanly desirable and when the service provider offers exactly that with precision, the customers are satisfied (Hobson. J.A, 1914, p.1-2).
In the next story, the experience of Jing is regarding the satisfaction that arose from the excitement in a safari, which is part of a leisure trip. Rishi goes to Ranthambore and visits a jungle as part of safari. Though the tourists, driver and guide do have no weapons, they are ready to face the tiger and the mere sight of it made them excited. Rishi says that the driver and guard of the open bus which has no walls and roof are well accustomed to handle safari as well as the sight of tigers.
Though they have no weapons, the tourists are not frightened by the sight of the tiger as they are well handled by the driver and guard. Rishi expresses satisfaction as the excitement is the one that never had before that too in a wild environment, which is different from the one that we live in (Rishi, 2010). The excitement mentioned and the perfect encounter that caused it are due to enthusiasm in the individual who experienced them. Hence, the service provider can get customers’ loyalty from their enthusiasm. Regarding this aspect of customer loyalty, Vicki Lenz (1999, p.4) cites Saturn car owners. The Saturn car company banks on enthusiasm of the customer instead of loyalty.
The company believes that act of satisfying the enthusiasm of customers, results in getting their loyalty without even mentioning about it and in turn they bat for the company. The important aspect along with the quality of the cars regarding ‘Saturn is about the service satisfaction the customers get from the company. The service offered by the company to the customers results in making customers loyal to the company and the ‘word of mouth’ can be expected from them without asking them to do so (Vicki Lenz, 1999, p.3-4). In a similar manner Rishi in this context is praising the services offered by the company who entertained him with Safari as his enthusiasm turned into reality with a perfect encounter with a tiger.
The story of Saleh is much different from the above two as he had three types of emotions; fun, fear and pleasure. The accident he met in safari in a desert resulted in a pleasant experience from the owner of the company, which organized the tours. The owner compensated Saleh and his group by not only returning the amount paid by them for the safari but also with a two weeks free trip to an beautiful trip in Dubai that can be availed in three years (Saleh, 2010).
Moreover, the day and night stay at sumptuous tent in the middle of the desert satiated his appetite for an experience that is filled with excitement and pleasure. However, the incident that made Saleh to satisfy his emotions is response of the owner of the company (Jim Pooler, 2003, p.17). In this regard it is important to quote the Peter F. Drucker’s quote in Forbes Magazine, October 5, 1998 as follows
“As we Advance deeper into the knowledge economy, the basic assumptions underlying much of what is taught and practiced in the name of management are hopelessly out of date.”
By starting his book with the above quote Jim Poisant (2002) talks about roots of American Management that emphasizes the superior customer service as paramount of the organization. The comprehensive understanding of the needs of the customers made the companies, which offered the desert safari to Saleh to act according to the moods of the customers. The owner of the company, which took Saleh and group to desert safari seems to understand the realistic moods of the customers when they go out and talk about their experiences with the company.
Consequently, to undermine the negative experiences of the customers the company owner offered them the unexpected compensation and that resulted in turning the negative experience into a positive one. Without the treatment meted out to him from the owner of the company Saleh would not have enjoyed the entertainment offered by the company at the end of the safari. Hence, the positive experience of Saleh is a result of efficient management skills of the owner of the company that can attract customer satisfaction (Jim Poisant, 2002, p.1-3).
However, Bronwyn’s experience is a satisfactory experience even in an atmosphere, which he doesn’t like much. He is in a birthday party of his aunt and her husband is his father’s brother, who did not talk to each other for five years. Hence, he did not like to attend to such a party as everybody there had no emotional relationship with each other, which is supposed to have in a family (Bronwyn, 2010). However, the way the party has been arranged and the waiter and waitress present there and their way of serving satisfied Bronwyn as the food also is good to relish. Though Bronwyn is not much satisfaction with the party, the arrangements did not dissatisfy him.
This can be mentioned as a strategy to win the hearts of the customers like Bronwyn (Robert L. Shook (2003, p.168-169). The experience of Bronwyn can be termed as a result of Customer Experience Management (CEM) by the company, which arranged the birthday party of his aunt. Regarding the aspect of CEM, Bernd H. Schmitt (2003, p. 3) mentions about a bad treatment normally meted out to customers in a restaurant and opines that it is not the way to treat the customers. The company, which offered catered to the needs of the birthday part of Bronwyn’s aunt and the staff, who served in the party seems to be the protagonists of customer experience management (CEM).
One can say it because, the participants in the party never felt the need of asking the waiters for the serving they want and the waiters did not behave recklessly with the customers. The way the party has been arranged can be termed as a good experience for the customers as they did not feel the bad experiences mentioned by Bernd H. Schmitt’s (2003, p.5) about opening a badly designed yogurt. Hence, the customer experience management is paramount in winning the hearts of the customers like Bronwyn as their comfort in party even depends on the people present around (Bernd H. Schmitt. (2003, p.1-6).
According to (Matthew D. Shank., Lynn Langmeyer (1994, 157) the experiences of the people mentioned in the paper can be termed as the relation between human personality and product personality. In all the above case of customer satisfaction, the human personality of customer matched with the product personality. Hence to assess customer satisfaction, it is better to study consumer personality rather than studying relationship between marketing and consumer behavior.
To do this the companies, which offered services to the customers in the paper have developed services according to the heterogeneous mass market groups. While marketing their services, they divided the consumers into groups having common characters and needs. This resulted in market segmentation through consumer personality understanding. The companies from which the customers mentioned in this paper have received services designed their services according to service usage, demographics, lifestyles, geographic location, socioeconomic status, as well as the benefits from the service.
The way the waiters treated the people who participated in Bronwyn’s aunt’s birthday party can be termed as the one theme of the company that followed the life styles and socioeconomic status of the customers. Their target is clear as they are serving the customers according to consumer personality understanding. However, this understanding is not that much easy as the customer personalities are diverse and the companies have to spot out the common traits in the target customers. For example, in the case of Safari enjoyed by Rishi, the common aspect of enthusiasm has been used by the service provider to satisfy the customers with a perfect encounter with the tiger (Matthew D. Shank., Lynn Langmeyer (1994, 157-158).
Methodology
The methodology followed in this paper is to analyze the experiences of satisfied customers, who availed different services. Their narrations are taken and analyzed to get the themes involved in their satisfaction. It was found that there are different themes in four stories used in the paper. The themes that can be derived from the story of Jing are age and personality as she liked the cool cruise experience depending on them.
She is in her youth and it seems her personality likes cool and pleasant experiences. The themes derived from the story of Rishi are perfect encounter as well as prior experience. The thrilling experience is due to the absence of prior experience regarding a Safari and facing a tiger in front is a perfect encounter. The themes derived from the story of Saleh are personality and income. This is because the owner of the company compensated them for the accident and his personality is a cause to withstand the difficult times faced in the course of accident and still deciding to continue the journey. Had they did not continue the journey; they could have got the compensation, but might not have got the two week tour to any place in Dubai.
Regarding the experience of Bronwyn, the themes that can be derived from his story are age and communications as he did not have enough relationship with his relatives at whose house the party has been arranged. Had the relations of him are good with his relatives; he might have relished not only the food but also the experiences in conversations with his cousins.
Along with the themes that are related to the satisfaction experiences of the customers, the strategies and responses of service providers that resulted in customer satisfaction come to the fore in this context. The strategies of the service providers that retain the customers by satisfying them is one of the aspects discussed. In addition to that the maintenance of knowledge by service providers regarding customers to deal with them accordingly also features in the discussion.
Discussion
Purpose
The purpose of this discussion is to come out with a theory that encloses all the aspects of the satisfaction expressed by the customers mentioned in this paper.
Jing’s Experience
Jing’s cool cruise on a 12 storied ship is a perfect example of satisfaction as the design of the cruise is according to the expectations of her. She did not take alcohol and that resulted in less expenditure while she is in cruise as the company did not bill the customers for soft drinks and other food items they take. In addition to that the cabin she shared with other three members made the cruise cheaper for her.
As a result, the attendant’s obedience and variety of entertainment in Cruise liner satisfied her for the amount she paid for. Regarding this aspect of customer experience, Joe Espana (2010) states that experience of customers is more than their satisfaction for a company as the former drives the customer to give ‘word of mouth’ publicity for the product or the service offered by the company. Regarding that aspect, the company that offered Jing the cruise is successful in giving an experience that makes her to be a returning customer on the cruise liner (Joe Espana, 2010).
In the experience of Jing along with the trigger perfect day that gave satisfaction, the low price aspect also is present. The journey and entertainment on cruise liner is cheap for Jing as they did not charge anything extra except alcohol. Hence, the satisfaction of Jing is due to perfect day combined with a low price for the service she enjoyed. Regarding this Gail Tom., Susan Ruiz (1997, p. 401) mentions about every day low price strategy as the cruise liner has to entertain customers on a regular basis. The customers’ are traditionally used to sale price strategy and compare the prices of a service with the competitors’ price.
Hence, the service provider should manipulate the consumer perception with price offerings. In the context of Cruise Liner journey of Jing, the service offered is a mix of retail sale and an offering of service. The company is able to manage the sales of the drinks other than alcohol through the price it charged with the ticket and is pricing alcohol to have a sale of retail goods while offering the service. This is a good low price strategy as there is less probability of alcohol consumers thinking about low price. In this manner, the company is managing the low price customers at the cost of the consumers who do not bother about the price, while they drink (Gail Tom., Susan Ruiz, 1997, p.401-403).
The strategies of the cruise liner company, combined with the low price factor that attracts and satisfies customer lies as an example for the experience of Jing. However, the strategies of the companies to make the customers feel that their services are cheap also are important. Regarding this aspect, Jing’s service provider enabled a group to stay share a cabin instead of travelling individually. If Jing travelled in a special cabin, the price might not be affordable for her. However, the facility of sharing a cabin and still being comfortable is the secret of low price satisfaction and entertainment experienced by Jing.
Regarding this aspect, of low price and satisfaction, a story of a tourist named Sabitha travelling to Taj Mahal in India can be cited. When she booked a tourist bus ticket to Agra and nearby places from Delhi, she did not expect the service provider to buy the tickets for the tourists at Taj and other places they are visiting. However, for their surprise the service provider bought tickets for the passengers at Taj and Agra Fort as well as a ticket at a nearby temple.
Moreover, the service provider took care of lunch and snacks needs of the tourists. Though the charge for tickets and food is two to three percent the ticket fare, the tourists’ feeling is that the service provider is offering the services at lower price than the competitors and the word of mouth publicity enabled the service provider to get bus full of tourists even in the days when competitors are not able to get the same. Hence, by offering a service with reasonable quality and at affordable price for the target customers increases the customer base.
Rishi’s Perfect Encounter
Facing a tiger in an entertainment trip is really exciting and the company that offered Rishi Safari is successful in entertaining him. The important aspect is that the scaring affect is also an entertainment for the tourists. This aspect is emphasized by L.J.Shrum (2004). L.J. Shrum (2004, p.1) questions about an entertainment that rises different way of thinking and provide answers about the uniqueness that has to be present in entertainment. In that sense, the experience of Rishi in Ranthambore belongs to situation model and the incidents in that trip are perfectly handled by the guide and drivers. The entertainment mixed with excitement comes from the sense of trouble if the encounter turns into a danger.
However, the excitement remains as entertainment due to the perfect handling of the situation by the handlers. The entertainment in the safari is capable of drawing attention, scaring the tourists as well as making them happy. The real entertainment lies in being happy after being scared. The excitement in the tourists till they face tiger and sacredness after facing it and relieving effect after it passes away is a good enough experience to narrate to their dear ones after the tour. Rishi has done the same and this is nearer to the persuasive impact of entertainment on audience that is mentioned by L.J.Shrum (2004, p.2). The experience of Rishi is a result of well played psychological appeal while offering a service related to entertainment and it worked well with him (L.J.Shrum. (2004, p.1-4).
Regarding the satisfaction of Rishi, Michael R. Solomon., Carol Suprenant., John A. Czepiel & Evelyn G. Gutman (1985, p.99) mentions the encounter between buyer and seller is crucial in having success in marketing effort. In the context of service availed by Rishi, there are two people on the bus on behalf of service providers and the tourists (customers) are interacting with them. They are fearless in the wilderness due to the treatment of the driver and guard with them. They people present on the bus on the behalf of the service provider are successful in making the tourists feel enthusiastic about the wild beasts they face.
The enthusiasm instead of fear developed in the customers or tourists enabled the satisfaction present in Rishi after the encounter. If the feelings of fear dominated before and during the encounter with tiger, the other tourists or Rishi could not be satisfied with their experience. Hence, the encounter between client and provider, buyer and seller and the degree and quality of person to person interaction during the safari tour enabled the tourists to enjoy the encounter with tiger with no guns and other weapons.
Michael R. Solomon et al (1985, p.100) mentions the importance of person to person interaction to achieve customer satisfaction in the instances such as the ones faced by Rishi. Though the person to person interaction is important in the context of product also, it is more significant in the case of success achieved by service providers. Hence, it is important to have the persons who are experts in dealing with customers as well as the ones who are familiar in designing the services that attract customers (Michael R. Solomon et al., 1985, p.99-100). This in turn indicates that expertise in offering a service is necessary if it is regarding entertainment that exists in natural environment.
Saleh’s Surprise
Saleh had a surprise mixed with entertainment in his tour. It seems the theme of ‘word of mouth’ is well understood by the company, which offered safari service to Saleh and the group. In addition to rescue them from the accident, the company compensated for the negative experience faced by the tourists. The act of the owner of the company, which offered Safari to Saleh can be termed as the one that is related to customer focused management. The owner of the company is aware of the advantage that can be gained through customer focused management and hence acted accordingly. Regarding this, Joby John (2003, p.3-4) cites Francis Bacon quote about a prudent question.
The question posed by the company regarding the customers’ response when they go to their home place and the effect of it prompted the company to do so. Hence, the customer focused approach to the activities of the company result in little loss in short term but a huge growth in business due to ‘word of mouth’ publicity given by customers who have pleasant and satiating experience with the company (Joby John, 2003, p.4).
As per the discussion, the satiating experience of Saleh is due to the response of the service provider. This can be termed as a communication strategy, which is being used in retaining employees and the service provider of Saleh, is using the same strategy to retain the customers also. The communication strategy used in the context of Saleh created a kind of environment that accepts the outcomes. As the service provider of Saleh has offered the things, which cannot be denied or rejected by customer, the environment thereafter is conducive and Saleh and his fellow tourists have already decided to use the services of the service provider again due to the overwhelming satisfaction.
The important aspect that caused satisfaction in Saleh is the strategy of the service provider is free of tactics and there is no arm twisting the customers while using the compensation announced. In addition to these mentioned qualities, the service provider is also having a system of getting information quickly as he was prepared to receive Saleh and group with relevant offers that compensate the accident. Moreover, the rescue operation after the accident also indicates the preparedness of the company regarding any untoward incident like the accident faced by Saleh and co.
Hence, while understanding the communication strategy of the service provider, Phillip G. Clampitt et al., (2000, p.42) states that successful strategy occurs at higher organizational abstract conditions and the accident faced by the tourists in this case can be such one and the service provider responded strategically. The emphasis is on strategy only even though Saleh and co were satisfied with the arrangements in sumptuous tent they were taken after the accident because, the tourists are able to relish the arrangements and cuisine as they are content with what they got (Phillip G. Clampitt et al., 2000, p. 41-42). In the context of Saleh, one can understand that the service provider should have the capability and tactic of removing the dissatisfaction in customers if it happens due to any untoward incident.
Bronwyn’s Satisfaction
Bronwyn’s satisfaction arises from flawless arrangements and remarkable service offered by the caterer of the birthday party. The remarkable service is a reason to make eating outside home an entertainment for the people like Bronwyn. Regarding this aspect, Alan Warde & Lydia Martens (2000, p.9) proposes a service provisioning approach to consumption. This approach can satisfy even the customers like Bronwyn people like him have the feelings of enjoyment related with the company they have. Hence, it is the duty of the service providers to entertain them in the social gatherings in which eating outside are paramount. When that desire of eating outside with enough peace, calm and cool as well as with tasty delicacies is satisfied, the customer satisfaction can be gained by the company (Alan Warde & Lydia Martens. (2000, p.1-9).
However, Bronwyn’s context of satisfaction is different from others as the environment and the people in between whom he was present were not liked by him. Still, the service of the caterer impressed him. Though Bronwyn is complementing the waiters, one cannot rule out the goodness of the arrangements made for the birthday party. To neutralize the negative thoughts of the guests, the service provider used the strategy of distinct social activity.
Regarding this aspect, Gary Alan Fine (1992, p.1268) mentions about sense of superior production; service and arrangements in this context. Hence, the arrangements in the party should satisfy different types of guests and this is possible when they target a common aspect in them. Regarding this Gary Alan Fine (1992, p.1267) mentions about the little realization in the absence of orientation of market niche. In the context of Bronwyn the service provider targeted the customers’ common aspect of not being disturbed and Bronwyn also responded to that strategy even in the environment he did not like usually (Gary Alan Fine, 1992, p.1268-1269). Hence, maintenance of environment that is conducive and makes clients comfortable is necessary for the service regarding hospitality.
Theory Evolved after Discussion
The discussion about the experiences of satisfaction of the four customers indicates that the services need certain characteristics to satisfy the customers. The features necessary for services to satisfy the customers depend upon the nature of the services offered. When the service is reasonably costly, then the customers expect affordable price associated with quality in service. Similarly, if the service offered is regarding entertainment the expertise of the staff is paramount. However, even in the presence of expertise, if any untoward incident dissatisfies the customers, the service provider should implement communication strategy to satisfy and retain the customer. When the service offered is about hospitality, the environment and treatment of guests by providing them with privacy is of utmost importance.
Differences between Stories
The difference between the story of Jing and Rishi is regarding the variation between quality and enthusiasm. In this context, it is important to mention product enthusiasm that is capable of reflecting the involvement of the people at high levels. Hence, the enthusiasm is about involvement (Peter H. Bloch, 1986, pp. 540-541). In contrast to involvement that is connected to enthusiasm, the affordable price with reasonable quality in service attracts the loyalty of the customer towards the company. Anderson et al., (1994) states that many researchers agree that a satisfied customer like Jing in this context tend to be loyal to the company, though her satisfaction is different from that of Rishi (Anderson, Eugene W., Claes Fornell and Donald R. Lehmann. (1994, p. 53-54).
The two satisfactions regarding affordable price and involvement are different from that of the experience of Saleh, which is based on communication strategy of service provider. However, Bronwyn’s satisfaction is about environment and privacy offered by the service provider, which offers a different aspect in satisfying the customer. Regarding this Y.H.Yuan (2008, p.1) states that the hospitality service provider needs to satisfy the emotional and functional values of the customers, which depend on perceptions of customer about service quality. As the service provider of the party in which Bronwyn participated had in depth understanding of customers expectations, which are different from those of Jing, Rishi and Saleh satisfied Bronwyn with privacy and comforts as well as treatment (Yuan, 2008, p.387-401).
Conclusion
The experiences of the customers in this paper conclude that the customer satisfaction arises from the business performance of the company through which the customers availed the services. The companies have to assess the performance of the company from the emotional aspects of the customers and focus on them to gain their loyalty.
Regarding this aspect, Michael D. Johnson & Anders Gustafsson (2000, p.9-10) mentions building or designing a lens related to customer, which is capable of making the company’s management to see the products or services with the eyes of customers. When the managements do this, they act in a manner that is experienced by each of the story tellers in the paper (Michael D. Johnson & Anders Gustafsson (2000, p.1-10).
Another aspect that can be concluded from the discussion and research in this paper is that it is important for the companies to create and sustain the value perceived by its customer base (Michael W. Lowenstein (1997, p.10-12).
In addition to the value perceived by the customer base, the satisfaction of customers of different cultures has been observed in the interactions of people considered in the paper. This is made possible by customer knowledge maintained by companies or service providers, which can be used to satisfy them in the course of offering service as well as in the context of breaking of non availability of service in certain conditions. Hence, the service provides mentioned in this paper are able to satisfy their customers as they incorporated customer knowledge as part of the firm’s knowledge. The knowledge about customers fills the gap between necessity and availability of knowledge and enables the processing of knowledge accordingly.
However, it is significant to know the sources that are pertained to structured data that is gathered from transactions and interactions with the customers. To get positive responses from customers, the service providers in this paper focused on organized knowledge that enables the management to understand the customers (M. Garcia-Murillo & H. annabi, 2002, p.875-876). As a whole, it is clear that the service providers have to concentrate on common aspects of customers from different cultures to satisfy them.
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