Satisfiers Dissatisfiers Among Malaysian -Myassignmenthelp.Com

Question: Discuss About The Satisfiers Dissatisfiers Among Malaysian? Answer: Introducation IKEA stores in Singapore have very efficient supply chain processes, and the backend operations are very smooth. Being branches of the worlds largest retailer of home furnishings, the two stores in the country -located in Alexandra and Tampines- have a supply system that is very lean (IKEA, 2017b). Their different products, though very innovative, have followed the six sigma principle of reducing disparity in designs and quality. IKEA stores in Singapore hold more than ninety-five thousand products each. They are both able to ensure that there are always products in stock regardless of how high the demand may be. These products include; lighting and electrical appliances, furnishing products, food, and decoration products. These products are made from materials such as; wood, metal, plastic, and textiles. The parent company sources its products from various companies around the globe that produce these materials. It has made it its utmost priority to cultivate sustainable relationships with its suppliers (IKEA, 2017a). Due to the existence of good relationships between the suppliers and the management in the main company, IKEA Singapore is in turn able to reap the benefits by receiving high quality products for sale. This enables the company to save costs by receiving the products at at fair prices which increases the profit margins. The management in the stores then checks the quality of the products that co me in to ensure that they are still in good quality and are not damaged during the transportation process. The Customers and Suppliers of IKEA Singapore The main company also has a code of conduct called IWAY which contains guidelines for the suppliers to follow. On the premises of each IKEA store in Singapore, there is a warehouse which stores the products sent from the factories. Both stores have logistics personnel who have the duty of ensuring an efficient inflow of goods in and out of the warehouses. The figure below shows the actions of the parent company in the process of distributing products to stores in different countries including Singapore. IKEA Singapore just like the parent company has the vision of creating a better life for all people. In this regard, it aims at providing its products at prices that are as low as possible in a bid to make them affordable to as many people as possible. Both stores in the country, therefore, produce a wide array of products that are easily portable by the customers to assist them in the transportation process. The furnishings are also very easily assembled (Hissom, 2011). This is a lean business practice because it aids the company in saving costs associated with after-sale services such as transportation and assembly. Both stores, therefore, target all people as its customers with more emphasis on people who do not very high incomes. Their various customers include households for home furnishings and decorations, office staff, health centers, and other retailers. The Application of the Kano Model in IKEA Singapore Dissatisfiers are features of different products and services that are expected as a minimum requirement. Providing these performance requirements in an exemplary manner does not guarantee that the products will be successful. However, providing them poorly leads to complaints from customers and dissatisfaction. Meeting these expectations in most instances does not get noticed by the customers (Vargo, 2007). Customers expect IKEA Singapore furniture to be of high quality, easily portable, and easy to assemble. In case any of these features is not as expected, this would be a dissatisfier. Their hospitality services are also expected to be up to their customers expectations. The food is expected to be hygienically made and provided in clean utensils. The main dissatisfiers in IKEA Singapore, therefore, are clean environments due to food production, easily portable products that are easy to use, and fair prices that are in line with the companys vision (IKEA, 2017a). Incidentally, a dissatisfier is evidenced in the recent past where customers in IKEA Singapore complained because the chicken wings provided were not cooked properly. The company however promised to correct this as soon as they can. Satisfiers are requirements that can be provided in various ways. These requirements can be performed in different ways hence providing different levels of customer satisfaction. If these products or services are provided in a proper manner, they could increase the level of customer satisfaction. However, if they are provided poorly, they are likely to lower customer satisfaction (Karen, 2006). Satisfiers in IKEA Singapore that could influence customer satisfaction based on how well they are performed include; congestion. The company should reduce congestion levels that occur in the stores at different times. Some clients who are visiting the store for a specific product are forced to go through the maze to get the product which is time-consuming. Therefore, the company should work to ensure that there are shortcuts in the maze for people wanting specific items to help improve their customer experience (Davidson, 2011). Whenever certain products that are required by customers are not in the stores, the company should also ensure that they are provided in time to avoid any delays. Moreover, because the loading docks for furniture are designed to be used by a team of people, whenever individuals buy products alone there can be difficulty in carrying the furniture. IKEA Singapore should, therefore, ensure that there is designated help for the customers to assist them in the loading process (epicenter group, 2017). The ability to assemble the furniture without incurring further costs is a very important satisfier that enables the customers to save any extra costs they would have otherwise incurred. Finally, a very important satisfier is how well the economy can communicate with the customers in a bid to satisfy their individual needs. Poor communication skills may lower the quality of service due to a lack of understanding between both parties. Delighters are features that go far and beyond what the customers were expecting. They are also referred to as latent requirements. They are not easily identified by customers. Whenever delighters are absent, the customer does not get dissatisfied. They could either be products or services that go the extra mile from what is expected (Taylor, 2017). Therefore, the main delighters in IKEA Singapore are the innovative designs in furniture and other products. The quality of these products is also always high. IKEA Singapore micro experience delighters include the delicious food (excluding the chicken wings) that is very cost friendly, the design in the form of a maze that enables buyers to have a living experience as they shop, and their playground area where parents drop their children off to play as they shop around (Cardona, 2010). It is therefore paramount for IKEA Singapore to assess their processes in the provision of goods and services to their customers to know how to ensure maximum customer satisfaction. In doing so, they should also ensure that their processes are lean and possess the six sigma principles. They should, therefore, be aware of the dissatisfiers, satisfiers, and the delighters to be able to see where the process of provision of goods and services may be falling short and correct accordingly. References Cardona, J. P. (2010). Methods To Measure Customer Value for the New Product. management Di Milano, 1142. Davidson, C. (2011). The good and the gratis - A value aspect on free goods and services. Epicenter group. (2017). Understanding Your Customers with the Kano Analysis, 12(3). Hissom, A. (2011). focus on customers. IKEA. (2017a). Home furnishings, kitchens, appliances, sofas, beds, mattresses - IKEA. Retrieved September 30, 2017, from https://www.ikea.com/us/en/ IKEA. (2017b). Your chance to relax into greatness - IKEA. Retrieved September 30, 2017, from https://www.ikea.com/gb/en/ikea/campaigns/ikea-home-furnishing-festival/ Karen, K. (2006). Service Satisfiers and Dissatisfiers Among Malaysian Consumers. Australasian Marketing Journal (AMJ), 14(1), 7992. https://doi.org/10.1016/S1441-3582(06)70054-4 Taylor, C. (2017). Categorizing Service Features Using The Kano Model. Retrieved September 30, 2017, from https://service.asu.edu/blog/categorizing-service-features-using-kano-model Vargo, S. L. (2007). Satisfiers, Dissatisfiers, Criticals, and Neutrals: nursing of Their Relative Effects on Customer (Dis)Satisfaction.