This document discusses Abraham Maslow's hierarchy of needs theory and its application to customer satisfaction in marketing. Maslow's hierarchy consists of 5 stages: physiological needs, safety needs, love/belonging needs, esteem needs, and self-actualization needs. The document then provides an example of how a zip-lining company can apply this theory by satisfying customers' needs at each stage, from offering reasonable prices and safety to build trust, to providing kindness and respect to foster loyalty and a sense of belonging, and special treatment for VIPs to achieve the highest level of satisfaction. Understanding customer needs based on Maslow's hierarchy can help companies improve customer satisfaction, which is a key marketing goal.

1. Maslow’s Hierarchy
of Needs
PSY 1170
Hyunseon Lee

2. Abraham Maslow
Abraham Maslow(1908-1970)
-Development of Motives
(needs)
-People want to achieve the
deficiency motives

3. The First Stage of the Hierarchy –
The Physiological Stage
These are the basic needs of human life such as
breathing, excretion and the desire for food,
water, sex, sleep and homeostasis.
If these fundamental needs are not satisfied the
one must surely be motivated to satisfy them.

4. The Second Stage of the Hierarchy –
The Safety Stage
Once physiological needs have been met,
attention and desire turns to safety and security.
Such needs may be fulfilled by:
• Living in a safe area
• Financial reserves
• Job security
• Good health

5. The Third Stage of the Hierarchy –
The Love/Belonging Stage
This begins with the love/belonging stage,
which can also be referred to as the ‘social needs
stage’. These are the needs related with
interaction and can include family, friendship
and sexual intimacy.

6. The Fourth Stage of Hierarchy –
The Esteem Stage
Esteem needs can be classified as external or
internal. Internal esteem needs are related to self-
esteem, such as the need to respect yourself and
achieve. External esteem needs are those such as
social status, reputation and recognition.

7. The Fifth Stage of Hierarchy –
The Self-Actualisation Stage
Self-actualisation is the summit of Maslow’s
hierarchy of needs. People in this stage tend to have
needs such as: morality,creativity, spontaneity,
problem solving, lack of prejudice, acceptance of
facts, truth, justice, wisdom and meaning.

8. Marketing
: Customer Satisfaction(CS)
based on
the Maslow’s Hierarchy
of needs
How this content is relevant to me
personally
+ How this content will be of use to
you in your professional life

9. I want to be a marketer and the Maslow’s Hierarchy of Needs gave me an
inspiration on Customer Satisfaction(CS)
Customers usually have expectations on the product before
they purchase it.
The companies have to offer better service than customer’s
expectation.
Many companies try to accomplish the CS effectively, but
it’s not easy.
I found the solution in the Maslow’s Hierarchy of Needs
CS is the key point on the marketing

10. The customer’s needs based on the
Maslow’s Hierarchy of Needs
With an example of Zip-Line

11. : The Reasonable Price,
Abundant quantity
Ex) The customers want cheaper price for riding a
zip-line and they also want to take a long time
to ride it. -> offering a discount coupon

12. : Hygiene, Cleanliness,
Amenities, safety
Ex) The customers want to wear helmet when
riding a zip-line

13. : Kindness, Bond, Tie
Ex) The customers want the
employer to give them
kindness and enough
explanation for riding a
zip-line

14. : Respect(Responding
the customer’s
demanding),
Interest, Attention
-> Key point
Ex) The customers want the
company to listen their claims
and always be ready to help
them; responsive to their voices

15. : Special Treatment for VIP
(offering the best service)
Ex) The VIP customers
want special
treatment