STUDY SILENT CUSTOMERS IN IMPROVING SERVICE QUALITY OF THE NAGPUR CITY HOTELS
Mrs.Pradnya T Tembhurnikar
Assistant Professor
DEPARTMENT OF HOTEL MANAGEMENT CATERING TECHNOLOGY
NAGPUR -440006
GUIDE
Mrs.VishakhaShahane
P.G. Department of Hotel Management and catering Technology
Nagpur -440006
2016-2017
INTRODUCTION:
Relationship marketing is a useful concept for understanding customers, customer relationships from a different – and more holistic – perspective. It examines the extent to which the metaphor of personal relationships can be applied to interactions between customers and employees, focusing on the customer relationship from the viewpoint of the customer rather than the supplier.
What’s in a relationship with the customers?
Relationships are not the same; customers want and expect different things from their relationships with different organizations, just as they have different needs and expectations from their varying
Personal relationships. If we consider customer relationships through the lens of personal relationships, we can think of relationships in terms of levels of emotional attachment and choice. For example, a customer’s relationship with their favorite brand of perfume (high emotional attachment and high choice) could
be considered a “committed partnership”, whilst their relationship with a council service or utility
Provider (low emotional attachment and low choice) may be more like a “marriage of convenience”. Bonds between customers and suppliers are changing. The balance of power has shifted towards customers, as new technology has redressed the imbalance in the flow of information between customers and suppliers. Customers now not only have more information and a greater choice but
are also able to voice their dissatisfaction more loudly.
The shift in the balance of power has contributed to a change in customers’ expectations. Companies are now expected to pay more attention to caring for customers, and customers put greater emphasis on honesty and integrity, demanding more transparency from suppliers. Further,
we’ve witnessed a growth in interest in environmental and social responsibility, with businesses now increasingly recognizing that they are part of a community and a wider world.
Organizations need to consider relational benefits from the customer perspective, as this will help them understand how to strengthen the customer relationship and achieve desired loyalty outcomes.