Understanding Customer Needs and Wants

Camilleri, M. A. (2018). Understanding Customer Needs and Wants. In Travel Marketing, Tourism Economics and the Airline Product (Chapter 2, pp. 29-50). Cham, Switzerland: Springer Nature.

28 Pages Posted: 17 Dec 2018

See all articles by Mark Anthony Camilleri

Mark Anthony Camilleri

University of Malta; University of Edinburgh

Date Written: December 1, 2017

Abstract

Business ought to understand their customers’ needs and wants, if they want to remain successful in a competitive market place. Therefore, this chapter introduces its readers to market research as tourism businesses continuously require information on their customers. In this light, a well laid-out plan will help them sharpen their research objectives. Once a research problem has been defined, an appropriate methodology could be chosen to gather exploratory or descriptive data. Very often, the tourism businesses may outsource the market research function to specialised agencies. The successful research organisation which has been entrusted with the market research will collect the data, analyse it and interpret its findings. Afterwards, the research agency will be in a position to report its conclusions, research limitations and implications of study. The research report will only add value to the commissioning business if the marketing managers would take heed of its key recommendations.

Keywords: research method, market research, research plan, customers, marketing

JEL Classification: M1, M10, M3, M30, M31, M37, Z3, Z30, Z32

Suggested Citation

Camilleri, Mark, Understanding Customer Needs and Wants (December 1, 2017). Camilleri, M. A. (2018). Understanding Customer Needs and Wants. In Travel Marketing, Tourism Economics and the Airline Product (Chapter 2, pp. 29-50). Cham, Switzerland: Springer Nature.. Available at SSRN: https://ssrn.com/abstract=3289460

Mark Camilleri (Contact Author)

University of Malta ( email )

Department of Corporate Communication,
Faculty of Media and Knowledge Sciences
Msida, MSD2080
Malta
79314808 (Phone)

HOME PAGE: http://https://www.um.edu.mt/profile/markacamilleri

University of Edinburgh

27 Buccheluech Place,
The Business School
Edinburgh, Scotland EH8 9JS
United Kingdom

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