Desire And Need For Customer Satisfaction

Desire and need for customer satisfaction

The objective or function of any company will be to seek the satisfaction of the desires and needs of customers through products or services as such. It is important to know how company, those needs or desires of the client. But first what is necessity? We can say that the need arises from our birth, in First they are covered by parents with those basic elements such as food, health and clothing, but other needs arise through one is growing, to obtain products or services to meet this need.

Basic needs according to Abraham Maslow

“The need is the lack or shortage of something that considerable indispensable for the conservation of life. Logically, the human being seeks to acquire that “something” to meet the needs, so it happens to the purchase of goods or services that allow it ”(Zapata, page. 16.1 ° ed.).

It is clear that being human needs various elements, material or spiritual for their development and life conservation. Abraham Maslow, an American psychologist, in his article "The theory of human motivation" raises five basic hierarchies of needs;

• Physiological needs. They are the only inherent in every person, basic for survival of the individual. Breathe, feed, hydrate, dress among others.
• Security need: This seeks to maintain an order and physical safety, that is, health (care), salary (economy), etc.
• Social need: it implies a feeling of belonging to a group either familiar or of friends and co -workers.

  Wait! Desire And Need For Customer Satisfaction paper is just an example!

  Get an unique paper

• Need for esteem or recognition: this implies respect, admiration and personal dependence, among other aspects.
• Need for self-realization: this implies being satisfied after meeting the other needs. It is the feeling of having reached personal success.

Seeing, these basic aspects of need in man, it is important not to confuse need with desire. "Since desire are people’s desires to get something they really do not need to survive, but they acquire it, if they get to have the opportunity and monetary capacity" (all marketing, 2013). But of course this can be necessity, for example;The need to feed yourself, but this becomes desire as soon as you think the type of food you want to eat.

Other needs according to Elihu Katz

According to the theoretical approach of uses and bonuses, four types of needs are presented, developed by Elihu Katz. Which are: emotional, cognitive, evasion and relationship needs. Affective needs are those feelings that arise to another, that is, from birth we need contact with others and receive the love of those we love and want.

The media provide this type of service for the need for emotion, affection and pleasure because "they are related to obtaining the emotional component, the satisfaction of emotional needs, pleasure and sex and their use is linked to obtaining emotion" . "On certain occasions, human beings need to arouse certain emotions to place themselves in a certain mood determining a certain behavior". The media have the ability to inform and entertain with different content;films, series or novels that somehow covers the needs of the human being.

The second need identified by Katz is the cognitive this type of need “make individuals seek advice on practical issues, opinions and decisions;are interested in satisfying curiosity and general interest ". The media offer information, and of general interest, for example the population will seek truthful information, to be sure when leaving home, or prevent some type of social manifestation that may harm get to work, studies or other activities.

Zapata, also mentions that "cognitive uses can be classified as those needs that are related to the information and education that chains in self-learning". The information disseminated by the media allows any decision about any event that is generated. Example, in these situations of the Covid-19 pandemic people seek to inform themselves and educate and prevent the spread of this disease.

On the other the need for evasion, refers to entertainment, a way of escaping or resting from usual problems or simple stress that is retained. "Communicational services referred to the satisfaction of evasion needs refer to distraction and entertainment". It seeks to somehow release that tiredness stress, through distractions.

And finally the relationship needs, Zapata mentions that the relationship needs "are based on the sense of belonging that the subjects seek to perceive in their social environment". The human being seeks interaction with his environment, that is, the family, seeks to integrate into society.

How to identify what type of needs our target audience requires

On many occasions as new entrepreneurs or entrepreneurs in the market, we only think of advertising but without having an idea who is aimed, who will be potential clients, for this you must carry out a segmentation of a hearing or public public. “The Segmentation of Public Meta, part of the concept of audience segmentation and refers to the consumer division process into minor groups, based on the needs or characteristics they have in common;This is just the first step to generate a marketing strategy ".

Zapata develops segmentation in two phases;The macrosegmentation, which selects all possible sectors, and on the other hand the microsegementation that identifies segments within each category, selects the most profitable and then establish the market niches (cf. Zapata, 1st ed). With this we must identify as a company, what kind of need or needs we can cover as a company.

To better understand market segmentation, “that group of individuals with homogeneous characteristics is understood as needs, desires, consumption habits or lifestyle in particular, which theoretically responds similarly for the purchase of goods or hiring of servicesoffered in the market ".

The identification of market segmentation, will identify different aspects of our target client, the company must analyze and choose the segment to which it will be directed with its product or service, and must manage a strategy or a marketing study of its market.

Market niches and subn and audience

Taking into account that the needs or preferences of the public are different, therefore the niches of neutral audience and that the entrepreneur or entrepreneur can adapt in the market “The niches of audience must gather the following characteristics, for their coexistence of the entrepreneur, for their coexistence of the entrepreneurof communication services: that it is wide enough, with financial capacity to acquire the services and that it is wide over time. Companies or organizations that provide communication services must be attentive and have the ease of adapting to any market situation.

Once the audience niches are identified, it is important to see the interior of the communication services company, the mission and vision. The mission must answer the questions What are we? What do we do? Describes the reason for the company and the

mission answers the question, which we want to be? That is to say the dream in the future that must be achieved.

A market niche refers to a group of people or organization that have common interests, that is, this group of people have similar needs and characteristics for their satisfaction with those services or products that can be offered in the market. In the case of the media, this audience is called a hearing, which also refers to those groups of people who have the same tastes or similar in terms of content service.

But also as an entrepreneur or entrepreneur it is important. Companies dedicated to the scope of communication can be any of them ”(Zapata 1 ed, p. 51) In the main objective of the companies it is to meet needs, they can be in those tangible goods, in obtaining a product such as toothpaste, in the case of the media are the publishers that only provide a tangible service.

Zapata mentions with respect to media, and indicates that “they are companies that are linked to the rest of the institutions of a society, to collect data, produce and disseminate content of general interest. These do not have a customer market, position are companies formed respond to the confidence deposited by the population ”(Zapata, 2017, p.70 cited Zapata, 1st ed, p. 56). One of the decisive elements of the success of a company is its ability to properly segment its market, within this segment it is essential to identify the market niche.

Advertising agencies

Once our target audience has been identified, marketing will allow the company with customers to link, allowing the flow of services or products since its creation until the time of its consumption “Marketing is the process of planning and executing the idea, price setting, the promotion and distribution of ideas, goods and services to create exchanges that meet individual and organizational objectives ”.

Advertising agencies, such as communication -special companies, offer advice services, management of communicational resources (non -communicative) oriented to generate an impact on the minds of consumers, flyers or an established target audience ”. In this way, allowing us to reach customers previously identified above with the segmentation of the audience or client.

Entrepreneurs will have the interest that their products are positioned in the market for the satisfaction of their customers, and the first option that will be promoted is to make their service known through different advertising agencies, and in this way alsosatisfy your need to sell your product, and to obtain economic profits for the service offered.

Company and services

As previously mentioned that the objective or engine of companies is the sales of products services that meet their customer needs, but those who compose them a company? To this we can say that a company is composed of a set of people, in which they can be selected in groups according to their capacities or knowledge, and in this we can identify two types of company, the lucrative that generally seeks the exchange of their productor service for an economic value, and those non -profit, are those that represent a social need, that is to say that these companies or organizations are in social support of those who need them.

A non -profit association or organization is an entity constituted to provide a service that improves or maintains the quality of life of society;This formed by a group of volunteer who pretends, without personal profit from any of its members.

Many companies explicitly sell their services as "solutions" to possible customer needs, while customers expect to obtain value purchases in exchange for their money, time and effort, this value comes from access to a variety ofelements that create value and not of the transfer of the property.

We can understand the services as the “economic activities offered from one part to another, which generally use time -based performances to obtain the desired results in the receptors themselves, in objects or other goods from which buyersthey are responsible". Customers expect to obtain their service in exchange for money, for example work in networks, masonry work, etc.

Coclusion

Finishing the article, we could realize that it is very important. The hierarchy of needs according to Maslo, you mention some basic needs that were developed at the beginning of the article we mentioned as;Physiological needs, social, security needs, the need for love and belonging, need for esteem and the need for self-realization of oneself.

It is important that a company identify these basic needs, to venture into the market, with different services or products not only materials but what spiritual needs that can be satisfied, and for them to carry out a process of market segmentation, in two phases;Mrcrosegmentacion and microsegmentation, which will allow the selection of all possible sectors, allowing another more detailed selection of the target public to which the product and service will be offered.

Taking into account that the needs or preferences of the public are different, therefore the niches of neutral audience and that the entrepreneur or entrepreneur can adapt in the market, identifying that public with similar tastes with similar tastes. And to venture into the market, the importance of an advertising agency was identified, also identified that it is a company and the service, thus arriving needs for both parties of entrepreneur and client.

SOURCES CONSULTED

• José Gunnar Zapata Zurita, Communication Business Administration. First edition
• Maslow pyramid- definition, which is and concept / economypedia. Retrieved at: https: // economipedia.com/definitions/pyramid-maslow.HTML
• EITHER. C. Ferrell Michael d. Hartline. Fifth edition, marketing strategy, chapter 1
• All marketing, 2013, what is the difference between necessity and desire in marketing?. Retrieved at: http: // www.Todomktblog.com/2013/11/difference-need-desire.HTML
• Lovelock, Christopher and Wirtz, Jochen, 2009, service marketing. Staff, technology and strategy. Sixth edition