Customer's Motivation Of Buying Behaviour Case Study

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3.3 Customer’s motivation of buying behavior
The motivation explains why people behave in a certain way (McKenna, 2000). Motivation refers to something dynamic derived from inside (Jain, 2005). The definition of motivation is various, it depends on the experience of treseachers. Karthikeyan (2008), Berelson and Steiner (1964. P. 14) state that motivation is an inner condition which actives or moves including wishes, desires drives, etc, while other scholars as Michael J. Jucius (1975, p. 111) states that “Motivation is the act of stimulating someone to push the right button to get desired action and continues this act.” Dubin (1974. P. 626) defined “Motivation means a process of stimulating people to action to accomplish desired goals”. In
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According to Azhagan and Nagarajan (2011), Peter et al. (1993), and Bolton and Drew (1991), the model has been the most reliable, valid and prominent and widely used for measuring and evaluating service quality in many industries, such as food industry, hospitality and hospitals as well as tourism setting and healthcare. (Zhu, Wymer and Chen, 2002).
The SERVQUAL model allows service providers to evaluate service quality through a gap between customer perceptions and expectations based on five dimensions (West, Ford and Ibrahim, 2010). Specifically,
These dimensions are explained as:
1. Reliability
1) Concept of reliability
Reliability is the ability to provide consistently in the implementation of services and keep promises of doing services on regular basis. (Dabholkar et al., 1996; Newman, 2001). According to Dabholkar et al. (1996), reliability of a store or a retailer is a combination of accessibility, continuity and performance. More specific, the service is available when customer desire while providing with uninterrupted service over desired duration as well as meet customers’ expectations.
2) The relationship between reliability and service
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Empathy is defined as the ability to perceive the client’s world from the client’s point of view (Sutton & Stewart, 2009). It also indicates the employee is enthusiastic while performing service for customers.
There are two aspects of empathy which are giving customer personal attention, understanding individual’s specific needs.
2) The relationship between empathy and service quality
According to Bowman and Narayandas (2001), empathy contributes to the service quality and ultimately increases customer retention. It affects the value perceptions of loyal customers due to devote for paying individualized attention to meet the customer’s need (Salvador-Ferrer, 2010). Shoeb (2011) summarized that is willingness of staff in listening to what customers had said is the empathy services that organization has provided to individual pleasantly as well as concerned with the individual by treating them well and respecting them.

6. Employee empowerment
1) The concept of employee

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