Increase in Customer Influence on Businesses Essay -- Business, Logist

Increase in Customer Influence on Businesses and its Resultant Effect on Workers and ManagersIntroductionSo many factors have come together to make todays business environment very competitive and flexible at the same time. Customers right off play a significant role in the production and delivery of both goods and services in the global market. Globalization has also made it feasible for comparisons to take place between and amongst different markets, giving the clients knowledge (power) to make choices and demanding more value for their money. This stance of the customer goes a long way to dress the performance of makeups this is because without the existence of customers to patronize the goods and/or services offered by businesses, there will be no need for these businesses to exist.Customer influence on businesses more than often than not, studies have examined the relationship behaviour between businesses and their customers from the business perspective with little or no at tention to the customers perspective. As stated by Keillor et al (1999), for businesses to succeed in a highly competitive market environment, they must fundamentally understand and satisfy customer needs. Heskett et al (1993, 2003) as sited by Maxham J.G et al (2008) posited that the profit and revenue growth of an organization ar a function of customer loyalty which stems from customer satisfaction. The key demands from customers as stated by Heskett and his colleagues are high quality goods/services and satisfactions. For customers to remain loyal to an organization, they must experience good value for their money and satisfaction. Akin to the performance and productivity level of an organization is the performance of the manager... ...ple Resourcing contemporary HRM in practice. 4th ed. London Prentice Hall InternationalShenkar, O. & Luo, Y. (2007) International business. 2nd ed. Thousand Oaks, CA Sage PublicationsWu C.H et al (2008) structural relationships among organizatio n service orientation, employee service performance and consumer identification the service industry journal vol 28(9) available from http//ehis.ebscohost.com.ezproxy.liv.ac.uk/ehost/pdfviewer/pdfviewer?sid=04c840d7-ec91-4485-bb27-258e51dc1864%40sessionmgr111&vid=1&hid=116Maxham J.G et al (2008) The Retail Value Chain linking employee perceptions to employee performance, customer evaluations and store performance. Marketing science journal, vol 27 (2) available from http//ehis.ebscohost.com.ezproxy.liv.ac.uk/ehost/pdfviewer/pdfviewer?sid=e3d4fad3-61ea-4147-8854-dac1e71b41bf%40sessionmgr111&vid=1&hid=116