Customer Needs To satisfy customers and gain repeat customers, it is essential that Morrisons meets the needs of its customers. Morrisons does this by providing the best customer service possible and catering to customers according to their wants and needs. Providing the best customer services will align with high profits and a well-known and valued business for Morrisons. This will help build customer loyalty and ensure repeat purchases from Morrisons. The different needs of customers are: - product information - after-sales service - response to queries - product range - refunds and exchanges - response to complaints - response to orders - signage and advertising. PRODUCT INFORMATION Product information is requested by customers because they want to become aware of what they are purchasing. Product information is vital because it informs customers what the products consist of and also how to configure the appliances. Product information is important for customers when purchasing home appliances. For example, if a customer were to purchase a TV, they would need information informing them how to use the appliance and what this appliance does, as well as telling them how to connect the TV in the right way and informing them what the different buttons are on the remote control. ago. If there is no product information, customers may be distracted as they may become wary of spending their money. Customers are asking for a deal and would like to understand what they are buying. Product information is vital for a customer when purchasing products other than household appliances, such as food. For example, if a customer were purchasing a cake, they would expect to see product information such as ingredients, cooking or reheating methods, and nutritional information. Ingredients are important to all customers due to their preferences, religion, diet and foods suitable for their consumption. Some consumers may not like apples. Therefore, they would read the ingredients to see if the pie contains apples because they would not purchase apple pies. Due to religion, Muslim and Jewish customers would only eat certain types of foods. Muslims only accept halal meat because Islam only allows them to eat it because it has been slaughtered in a special way. Jews will only eat...half of paper......RESPONDING TO ORDERSAlthough Morrisons does not provide online shopping, it is likely that they will have to respond to orders. For example, if a customer wants to buy a can of Heinz baked beans and they were all out of stock, Morrisons will tell the customer when they will order more cans. The customer expects the order to be placed quickly and will want to see the baked beans in the Morrisons store quickly and within the timescales communicated by Morrisons. SIGNS AND ADVERTISING Morrisons advertises on television, billboards, leaflets through the post and in shop windows. They let customers know about the products on offer and highlight the deals, for example buy one get one free. There are signs around the Morrisons store indicating where products can be found, making it easier for customers to shop. Hanging from the ceiling and clearly visible are signs informing shoppers of the different sections, such as grocery, health and beauty and home and leisure. Under the names of the different sections you will find the items canned foods, baby products and videos. This way customers know where to move in the store and can locate products quickly and easily.