2. Customer Service Concepts 2.1. Customer Needs, Expectations, Perceptions and Satisfaction 2.1.1. Definitions of Terms 1) Customer Needs A need can be explained as a basic essential which keeps one alive. Typical examples of basic needs include oxygen, water and food which are those key elements for human’s survival. Deeper understanding can be referred to Maslow’s Hierarchy of Needs which further divides human needs into different levels (See Table 2.1 below). People will try and satisfy their basic needs and then go on to meet their more individual needs or desires. The table below shows how the people’s needs can be met with examples from the hospitality industry. 2.1 : Human needs applied to hospitality Category Human Needs Hospitality example The needs of food, Choice of place to satisfy immediate Group 1 water, sleep, oxygen and need, e.g. eating just to satisfy Physiological activity. hunger. (Lowest category) The need for a stable Choice of place to provide safe Group 2 environment free from shelter, e.g. staying in a hotel when Safety threats to safety. away from home. The needs for affection and Choice of place that offers acceptance by peers. acceptance/belonging, e.g. bar, Belonging and love needs club, disco, sports club etc. The needs for self-respect, Choice of type of place to match Group 4 self-esteem and the esteem self-image, e.g. trendy, up market, Esteem of others. fashionable etc. The need for self-fulfilment Choice of place to satisfy Group and achieving full potential. achievement needs, e.g. holiday, Self-actualisation event, dinner etc. (Highest category) In service marketing, needs and wants are similar and sometimes interchangeable. The main differences of needs, wants and demands are explained as below: - Customer
2. Customer Service Concepts 2.1. Customer Needs, Expectations, Perceptions and Satisfaction 2.1.1. Definitions of Terms 1) Customer Needs A need can be explained as a basic essential which keeps one alive. Typical examples of basic needs include oxygen, water and food which are those key elements for human’s survival. Deeper understanding can be referred to Maslow’s Hierarchy of Needs which further divides human needs into different levels (See Table 2.1 below). People will try and satisfy their basic needs and then go on to meet their more individual needs or desires. The table below shows how the people’s needs can be met with examples from the hospitality industry. 2.1 : Human needs applied to hospitality Category Human Needs Hospitality example Group 1 Physiological (Lowest category) The needs of food, water, sleep, oxygen and activity. Choice of place to satisfy immediate need, e.g. eating just to satisfy hunger. Group 2 Safety The need for a stable environment free from threats to safety. Choice of place to provide safe shelter, e.g. staying in a hotel when away from home. Belonging and love needs The needs for affection and acceptance by peers. Choice of place that offers acceptance/belonging, e.g. bar, club, disco, sports club etc. Group 4 Esteem The needs for self-respect, self-esteem and the esteem of others. Choice of type of place to match self-image, e.g. trendy, up market, fashionable etc. Group Self-actualisation (Highest category) The need for self-fulfilment and achieving full potential. Choice of place to satisfy achievement needs, e.g. holiday, event, dinner etc. In service marketing, needs and wants are similar and sometimes interchangeable. The main differences of needs, wants and demands are explained as below: - Customer
Customer_English_2014_01_28.docx