USE OF ABRAHAM MASLOW'S MOTIVATION THEORY FOR SETTING CONSUMERS' SATISFACTION-NON-SATISFACTION - Polish Journal of Management Studies

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USE OF ABRAHAM MASLOW'S MOTIVATION THEORY FOR SETTING CONSUMERS' SATISFACTION-NON-SATISFACTION

Abstracts > Vol 2

USE OF ABRAHAM MASLOW'S MOTIVATION THEORY FOR SETTING CONSUMERS' SATISFACTION-NON-SATISFACTION

Dima I.C., Man M., Kot S. *


Abstract

Behind a consumer's decision to purchase a product/service there is always a reason or a complex of reasons, and behind rejecting a product/service there is always the consumer's conclusion  that, by its competences, that respective product/service will not fulfil that respective need at the level one desires. In order to explain the internal origins of consumers' behaviour, the contemporary psychology applies to the concepts of "needs" (necessities)  and "motivations". The relation between these two categories consists in the needs which become antecedent conditions for determining the occurrence of motivations.


Key words: need motivation, satisfaction, dissatisfaction, perceived quality, reality expected.

Introduction

At the origins of the process of purchase, there is a "problem" based on the individual's needs, which occurred when the individual feels a difference between its actual situation and  an ideal one (expected or desired by the individual). Consumers' need is in fact the "state of stress" resulting from them. Motivation represents the force pushing the consumer to act, to manifest oneself in order to reduce this state of stress[3].


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Summary


The economical entities must be preoccupied by knowing and subsequently satisfying the consumers' needs, targeted for their sales depend on two categories of clients: new and old. It is much more difficult and expensive to attract new clients than to  maintain the old ones, and making clients faithful implies to accordingly satisfy their needs[5].
A satisfied client has the following features: purchases more and becomes a faithful client; purchases new products or newly released; represents an efficient advertising means; gives less importance to the products of the competition and are less sensitive  to the price factor; offers ideas of new products/services to the economical entity.
In conclusion, an economical entity oriented towards the client will periodically analyse the level of consumers' satisfaction and will establish objectives for improving it, if applicable. The consumers' higher and higher degree of satisfaction is the  best indicator regarding the future profits of an economical entity.


References

[1]   Dima I. C. Abordarea sistemica a logisticii, Arves Publishing House, Craiova, 2008,
[2]   Dima I. C. Budzetowanie, Prace Naukowc Wydzialu Zarzadzania, Czestochowa, 2009,
[3]   Kotler P., Managementul marketingului (Marketing Management), Teora Publishing House, Bucharest, 1997,
[4]   Oliver R., Satisfaction - A Behavioural Perspective on the Consumer, McGraw Hill, New York, 1997,
[5]   Ray D., Mesurer et developer la Satisfaction clients, Editions D Organisation, Paris, 2001.


WYKORZYSTANIE TEORII MOTYWACJI ABRAHAMA MASLOWA W KSZTALTOWANIU SATYSFAKCJI BADZ DYSSATYSFAKCJI KLIENTOW


Streszczenie


Kazda decyzja klienta dotyczaca nabycia produktu lub uslugi poparta jest jakims powodem lub zespolem takich powodow. Rezygnacja z produktu/uslugi wiaze sie z wnioskowaniem klienta, ktory dzieki swoim kompetencjom wie, ze  dany produkt  /usluga nie spelni  jego indywidualnych potrzeb na wymaganym przez niego poziomie. Aby wyjasnic pierwotne pochodzenie zachowania konsumentow, wspolczesna psychologia stosuje koncept potrzeby oraz motywacji. Zwiazek pomiedzy tymi dwoma kategoriami wywodzi sie od potrzeb,  ktore sa czynnikami poprzedzajacymi wystapienie motywacji.




 
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