Most people who own an establishment already know what influences their customers’ behaviour, but handling your customers according to their specific behaviours can be tricky sometimes. Travelling Mystery Guest explores these factors to guide establishments on how to deal with consumers. According to previous studies, there are four main factors that influence customer behaviour:
- Cultural Factors
These include Culture and Societal Environments, Sub-cultures, Social Classes and Cultural Trends. A manager should be aware of his customers’ backgrounds; there will always be ways to determine this. Whether they are well-known at your establishment or whether you ask them about special requirements during the booking process, where your customers come from, determines what they expect.
It’s a good idea for managers to do research on different types of cultures and what they prefer, what impresses and what offends them. Your entire establishment doesn’t have to evolve around one individual who is from another culture, but making them feel comfortable will make them return. In terms of social classes, this can be very easily determined. People from a higher social class will very likely show this upon arrival or through any form of communication. Show them that they are very important to you, because customers always are.
- Social Factors
These factors include Reference Groups, Family, Social Roles and Status. At a restaurant, for instance, the father or the head of the family would most likely place his children’s order or order wine for the family and he is also most likely the person who is going to pay the bill. They are already accustomed to the role of being the leader, so best treat them the same way when they are visiting your establishment.
It’s also very different to cater for a family and people with no kids. Their needs are extremely different and the two groups can easily get irritated with one another. In a restaurant, try and keep your kids’ playing areas separate and place the families close to them. If you provide accommodation, be child friendly, but have strict rules applicable to families with children. Whether a child gets hurt at your establishment or whether there are complaints about a child, both can do a lot of damage to your brand’s reputation.
- Personal Factors
This includes Age, Purchasing Power and Revenue, Lifestyle and Personality. The easiest to focus on would be age. There are physical aspects to consider in order to make your establishment age-friendly. Elderly people require easy access to your establishment and staff to accommodate them with certain things. Other people also see how you treat different age groups and this can be very beneficial towards your establishment’s brand image. Remember to show your management’s and staff’s values.
- Psychological Factors
This includes Motivation, Perception, Learning, Beliefs and Attitudes. These are often factors that you attract to your own establishment. If you advertise towards a specific target market, their motivation would be your efforts. Their perception would be the standards that you set through your marketing efforts. A customer’s level of education can also be easy to predict, for instance, if you advertise on a social media platform like LinkedIn, you assume your customer is educated with a profile on this social media platform.
If you experience bad customer behaviour because of psychological factors, the fault is most likely due to your efforts. By not delivering what you promised or by attracting a customer type you didn’t intentionally want, a bad experience on both sides might be the consequence. Focus on your marketing to attract who you aimed for and work hard to deliver what you promised.
In the world of customer service, there are endless problems and solutions, but by dividing the factors influencing them and already having procedures in place to handle them, life might just be a little easier.
Written by: Alicia Redelinghuys