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Evaluate The Influence Of Customer Perception Report

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01.03 Evaluate the influence of customer perception and expectations on service levels Customers have immense influence on service levels in the retail sector. Customer perceptions and expectations dictate where they shop and it is up to the retailer to react and anticipate these influences to remain relevant in the fluctuating retail market. Retailers can have direct and indirect interactions with customers that aim to meet their expectations. Businesses have to consider the controllable aspects of customer perceptions and expectations through the products and services that the organisation offers, the prices of these products and the customer experience. Retailers have to perform market research to recognise the products and services of …show more content…

Retailers recognition of the impact they have and responsibility to address these movements filter into the customer perception of the business. Societal and environmental issues are a hot topic at present with increase activism and public awareness. Retailers need to take steps to address these issues to improve or maintain the perception held by consumers (Rangaiah, 2021). Retailers who fail to engage face the possibility of bad press, negative social media and in some retail setting even protesters. Advertising retailer’s enrolment in these movements not only enforces customer perceptions of causes but also increases brand awareness that can maintain or even introduce new customers to the business (Inabo, 2021). Veganism is a social movement that focuses on animal right but it is also an environmental concern as rearing animals has a large carbon foot print. Introducing vegan products to the store demonstrates the retailer’s acceptance of responsibility and also the willingness to diversify and adapt to protect and improve service levels. However with increased social and environmental accountability, prices can be affecting due to greater cost in procurement and production. The customer perception and expectation could increase with one demographic but decrease with others due to the increase in pricing. Retailers have to realise they cannot please everyone which can result in fluctuations in market

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