Task A: Customer Perception

Customer perception is one of the most important things all service providers must know. Customers are the main key to hospitality business. We must know what they are thinking before we can serve them better and learn the ways to please them.

In this chapter we learn about how customer’s perception is formed, elements which are within company’s control and elements that are beyond company’s control. These are the elements that would affect a customer’s perception. In addition, this chapter also share with us about service recovery to teach us more about how to can handle customers in unforeseen circumstances.

We learnt about how a perception is formed and how to change the perception of customers to our advantage. In cases where we have offended the customer, we can always take many measures to alter the elements that are within company’s control. This is to help change the customer’s perception so as to make sure they are satisfied before they leave. if they are unsatisfied with complaints, they may spread the bad word of mouth. Thus, knowing customer’s perception is extremely important in service recovery.

Knowing the customer’s perception would also make customers return for the second time or more. This is because knowing the customer’s perception, we would know our customers' needs and wants and also the things that will attract them to return.