Impact Of Perceived Service Quality On Customer Satisfaction And Brand Loyalty
[A CASE STUDY OF HONEYWELL FLOUR MILLS PLC]

Abraham Maslow sought to explain why people are driven by particular needs at particular times. Why does one person spend much time and energy on personal safety and another on gaining the esteem of others? Maslow's answer is that human needs are arranged in a hierarchy as shown in the diagram above
Maslow's theory basic proposition is that people `want beings'. They always want more and what they want depends on what they already have. He suggested that human needs are arranged in a five-level hierarchy of importance ranging from, the lowest level, physiological needs, through safety needs, Social needs and esteem needs, to the need for self actualization at the highest level. Once a lower need has been satisfied, it no longer acts as a strong motivator. The needs of the next higher level in the hierarchy demand satisfaction and become the motivating influence. Only unsatisfied needs motivate a person. Thus Maslow asserts, "a satisfied need is no longer a motivator".
There are some criticisms of this theory but its position that human beings have various needs is true. It is similarly true that the needs do not, in equal intensity register in the mind of man just as it is true that satisfied needs do not serve as motivators. The urge to satisfy man's numerous needs however remain the driving force of organisations and people.