Why do Aurinkomatkat customers visit the service office and how do they feel about the online services?
Hartikainen, Iia (2017)
Hartikainen, Iia
Haaga-Helia ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017112518147
https://urn.fi/URN:NBN:fi:amk-2017112518147
Tiivistelmä
The purpose of this thesis is to research Tour Operator Aurinkomatkat Oy service office clientele. In this thesis there are two main research questions or topics. The first objective is to discover why Aurinkomatkat customers use and go to the office for services and what are their motives behind it. The other objective is to discover how many of the service office clientele have used the online services and how do they feel about them. The target of this research is to get development ideas for Aurinkomatkat online services and how to make them more user friendly for the clientele who would prefer the service office.
The first part of the theoretical framework considers website usability and design, as well as contemplates what good websites are like. As Aurinkomatkat service office has mainly older generation consumers, the theory will also focus on older generations as website users. The second part of the theoretical framework is about consumer behaviour and the differences between younger and older generations. The last part of the theoretical framework is about Aurinkomatkat, which concentrates on the basic information such as who they are, what customer groups they have, what kind of services they offer, what they consider their strengths to be and what are their development plans. This introduction to Aurinkomatkat is done so that the user gets a better understanding of the clientele in question and the target of the research.
The empirical part of the thesis describes the research methods and working methods used, as well as presents the results of the research. The research was made mainly as a qualitative case study, but also used mixed method research. The research was made by interviewing thirty (30) participants in the Aurinkomatkat service office. The interviews were recorded and later put into written format.
The results of the study show that the main reasons for visiting the service office was to plan a holiday, reserve or buy a holiday, pay for the booked holiday, make changes to the booked holiday and check-in to flight. The main motive why the customers preferred visiting the service office was that they wanted personal service and did not know how to use the online services. Many of the participants however had used the online services, but were unsure of themselves. The rated order of importance of the online services was: 1. Website 2. Online reservation system 3. Email 4. Chat. The participants gave good ratings to Aurinkomatkat website and online reservation system, but had some issues in using them.
From the results and analysis of the whole thesis, the development ideas for the online services was to have instructions and guidance on how to use the online services, more information and marketing of their chat service and minor changes to the website to make it more user-friendly for older generation consumers and the consumers who used to visit the service office.
The first part of the theoretical framework considers website usability and design, as well as contemplates what good websites are like. As Aurinkomatkat service office has mainly older generation consumers, the theory will also focus on older generations as website users. The second part of the theoretical framework is about consumer behaviour and the differences between younger and older generations. The last part of the theoretical framework is about Aurinkomatkat, which concentrates on the basic information such as who they are, what customer groups they have, what kind of services they offer, what they consider their strengths to be and what are their development plans. This introduction to Aurinkomatkat is done so that the user gets a better understanding of the clientele in question and the target of the research.
The empirical part of the thesis describes the research methods and working methods used, as well as presents the results of the research. The research was made mainly as a qualitative case study, but also used mixed method research. The research was made by interviewing thirty (30) participants in the Aurinkomatkat service office. The interviews were recorded and later put into written format.
The results of the study show that the main reasons for visiting the service office was to plan a holiday, reserve or buy a holiday, pay for the booked holiday, make changes to the booked holiday and check-in to flight. The main motive why the customers preferred visiting the service office was that they wanted personal service and did not know how to use the online services. Many of the participants however had used the online services, but were unsure of themselves. The rated order of importance of the online services was: 1. Website 2. Online reservation system 3. Email 4. Chat. The participants gave good ratings to Aurinkomatkat website and online reservation system, but had some issues in using them.
From the results and analysis of the whole thesis, the development ideas for the online services was to have instructions and guidance on how to use the online services, more information and marketing of their chat service and minor changes to the website to make it more user-friendly for older generation consumers and the consumers who used to visit the service office.