Management's role in customer satisfaction. Case company X
Parviainen, Nelli (2016)
Parviainen, Nelli
Saimaan ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201604154425
https://urn.fi/URN:NBN:fi:amk-201604154425
Tiivistelmä
The purpose of this study was to identify the aspects affecting customer satisfaction and to find out how the management can improve customer service. The purpose was to give guidelines to the case company of how to improve customer service and thus gain competitive advantage over competitors.
The data to this study was gathered from various online sources and literature. The core theories and concepts were CRM, creating customer satisfaction, managing employees and complaint handling process. The case company’s customer satisfaction poll results were used as a secondary data to set cornerstones to the study. Empirical findings were gathered by using a questionnaire with mostly open-ended questions. Questionnaires were distributed among employees of the case company and analysed using qualitative content analysis.
The results of the study show that there are various ways for the managers of the case company to improve customer satisfaction. It was revealed that providing workers with sufficient resources and feedback, as well as improving atmosphere in the store, the management could improve customer satisfaction. In addition, many other things like JIT-technique, complaint handling process and internal customer’s satisfaction improve external customer’s satisfaction greatly. Based on the findings, clear suggestions were given to the case company on how to improve in order to increase customer satisfaction and gain competitive ad-vantage.
The data to this study was gathered from various online sources and literature. The core theories and concepts were CRM, creating customer satisfaction, managing employees and complaint handling process. The case company’s customer satisfaction poll results were used as a secondary data to set cornerstones to the study. Empirical findings were gathered by using a questionnaire with mostly open-ended questions. Questionnaires were distributed among employees of the case company and analysed using qualitative content analysis.
The results of the study show that there are various ways for the managers of the case company to improve customer satisfaction. It was revealed that providing workers with sufficient resources and feedback, as well as improving atmosphere in the store, the management could improve customer satisfaction. In addition, many other things like JIT-technique, complaint handling process and internal customer’s satisfaction improve external customer’s satisfaction greatly. Based on the findings, clear suggestions were given to the case company on how to improve in order to increase customer satisfaction and gain competitive ad-vantage.