Managing Customer Perceptions of the Business Environment...

Predrag Basic BA 656 01/16/2011 Article Critique: Managing customer perceptions of the business environment for competitive advantage By: Toni Hilton, PhD Westminster Business School, UK and Warwick Jones, PhD University of the West of England, UK Journal of Customer Behavior, 2010, Vol. 9, No. 3, pp. 265-281 Article Summary Per Bendapudi and Berry, the environmental influences consumer behavior but does not influence consumers’ trust. Organizations have to research extent of how their marketing environment creates customers’ perceived behavior and also how individual factors of given environment add to that perception. While many other researchers and authors suggest that functional behavior requires perception of†¦show more content†¦Result of the study finds that commercial clients think that their organizations live in turbulent times where outcomes are uncertain but also where decisions, actions and opportunities are time-dependent. In contrast, private clients do not appear to perceive the legal services environment as dynamic. They suggest that legal matters take a long time, often longer than they expect. These findings cannot be taken for granted. Actual quantity of services can vary from day to day, from service employee to service employee and from customer to customer o r case to case. When marketers try to standardize their services in order to provide consistency of quality, downside is the loss of customized services, which many consumers value. Major issue with legal services is that they are first sold and then produced and consumed simultaneously. An inferior legal service is consumed as it is being produced. There is little opportunity to correct it, negative impression caused by legal services representative is difficult to correct. Consumer evaluation of service quality is usually reflection of magnitude and direction of the gap between the customer’s expectations and customer’s assessment (perception) of service quality. That perception of service quality includes segments of the business environment and built up dependence. We can see completely different research results between commercialShow MoreRelatedMarketing Design And Innovation : Ipod Marketing Strategy1167 Words   |  5 Pagesorganizations general design and it power of innovation determines the competitive advantage in the local as well as international level (Johansson and Holm, 2006). If a firm can respond immediately to the change then it can get expected benefits. Before adopting any change in the system, it is essential to know its appropriateness in the organizational context. 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