Research Requirement - Essay Example

Research requirement Conducting a research s assists organizations and firms to upgrade their performance and advance their marketing tactics by comprehending issue like psychology of the way a consumer reason, analyses things, think, and preference among various alternatives such as products and services. Consumer research also helps the firms and organizations to understand how the environment of a consumer influences his or her preferences, the effect of consumer behavior as he or she makes decisions on marketing or while doing shopping.

The research helps to understand how the knowledge inadequacy of the consumer about a product or a service influence his or her decisions on marketing, and how to adapt and implement effective marketing strategies that will effectively satisfy the consumer. In this particular essay, three scholarly articles that have employed human subjects in the research will be discussed with an aim of explaining how human subjects were incorporated in the research and how human subjects provided insight on how consumers think.

In the article, concerning consumer compliant behavior human subjects were used to bring out the concept of how consumers respond to products and services that do not satisfy them to their expectations. The article tries to extrapolate how employees and the management can handle negative critics given by consumers when they are not satisfied (Tronvoll, 2007). This article incorporates four narratives involving human subjects concerning the service industry in different scenarios representing various sectors.

Human subject in the narratives reacts after interacting with the services and evaluating their use-in-value. According to the article, consumer-complaining behavior has been perceived as a post-purchase practice that takes place because of customers being dissatisfied (Tronvoll, 2007). The article emphasis that consumer complain should be perceived as a process that comes about during the process of service interaction and not as post purchase undertaking. By using customer’s complaint behavior, it is possible to understand ways in which customers can be handled.

The communication between the customer and the management concerning a service rendered whether in positive or negative response helps to understand how a customer thinks. The feedback a customer gives concerning a service offered allows the service providers to see through the mind of the customer (Tronvoll, 2007). If a service offered is not up to standard, a customer will be forced to behave in a certain manner triggered by insufficiency of the service he or she is receiving. The feedback a customer gives can be in different forms, a customer may choose to exit the mutual relationship with the service provider, give a word-of-mouth negative comment, use a third party to raise the complaint, or seek a redress.

Customer complaints have an advantage in that it allows the service provider to analyze the feedback and arrange a dialogue with the concerned customer as a process of adjusting modes of service delivery. This undertaking assists the provider to cover-up for the frustrations of the customer straight away after a negative feedback (Tronvoll, 2007). Listening to the mind of the customers facilitates better service delivery and avoids future negative comments. The service recovery undertaking facilitates a continuation of customer to service provider relationship.

The second article entitled “customer research not market research,” focuses on means that a supplier or a business firm employs to ensure satisfaction of both the customer and the employees. Human subjects in this article are used to bring out the aspect of competitiveness existing in the world market (Pruden & Vavr, 2000, p. 8). Businesses and supplies have the mandate to ensure that their customers feel comfortable using their products at the same time making their employees feel appreciated.

This particular article advocates for customer research rather than market research. The article stipulates that customer research is much broader as compared to market research in that there are some aspects of advertisement opportunities that market research would not be free to adopt. Meeting one on one with the customers increases the chances of creating a rapport rather than generally reaching out for customers in a generalized market (Pruden & Vavr, 2000, p. 10). The art of interacting directly with the customer will enable the supplier or the business firm to understand the mind of the customer.

Getting to know what a customer likes most will lead to a more satisfying service provision. According to the article, it is very clear that customers need to be acknowledged. For instance, a customer who has been consistence will feel appreciated if the product or service provider consults them concerning an issue they feel they want to rectify in the business. A customer will be more satisfied if he or she is given a chance to participate in the affairs the suppliers (Pruden & Vavr, 2000, p. 14). Customers and employees satisfaction can only be attained if steps taken to strengthen the relationship with the businesses are personalized to a point where there is a direct interaction between the two parties.

The third article entitled “enacting customers” shows how the customer is the center most interest in the marketing management philosophy. The article demonstrates the endorsement of customers into two public domains: public transport and public housing (Fellesson, 2011, p. 232). The article depicts that customers have a very significant role in the strategies and goals of a company. Human subjects in this context are customers against public domain structures. The article states that customer needs to feel the touch of care.

Treating customers in the right way and being concerned with their needs. In this particular article, the discursive ideas of customers are very essential when it comes to laying down a project in a public domain (Fellesson, 2011, p. 236). In public sectors, function departments have been broken down into smaller sections, which facilitate quick response to the needs of the customers. This article has actually illustrated how key ideas given by customers have had great impact in organizational activities in public domain sectors.

References Fellesson, M. (2011). Enacting customers–Marketing discourse an organizational practice. Scandinavian Journal of Management, 27, 231—242 Pruden, D., Vavr, T. (2000). A Customer research, not marketing research. Marketing Research, 2, 2, 14 Tronvoll, B. (2007). Customer complaint behavior from the perspective of the service-dominant logic of marketing. Emerald Group Publishing Limited, 17, 6, 601-620