Module – Theoretical Perspectives on Customer Experiences

The aim of this Module is to support learners to acquire knowledge necessary to understand, explain, research, and influence consumer experience & behaviour. Learners will focus on the theoretical basis for consumer experience & behaviour over the period of the Module.

Understanding consumer behaviour is an essential pre-requisite for effective engagment in modern industry or services. Leaders and managers need to be able to understand and predict consumer behaviour in order to be able to respond appropriately to different consumer audiences. It is important to recognise that consumers form an essential stakeholder group in any work related context but will differ in terms of individual or social influences in terms of their behaviour or engagement. These differences may include but may not be limited to  individual perceptions, beliefs, attitudes, emotions as well as social and cultural influences which in contemporary society have expanded beyond familial and social groups to include technological, social, economic and cultural influences. The module explores the various psychological and sociological influences and explanations of consumer behaviour. Technological advances have significantly increased the ease of access to products and/or services, as well as the easier communication and transfer of information between consumers. these changes have influenced the power relationship and dynamics between the consumer and industry or service provider. Graduates need to have the skills and knowledge to identify and respond appropriately to customer motivation and behaviour and to predict behaviours based on this knowledge.