Customer satisfaction impact on customer loyalty at small independent restaurants in Helsinki
To, Ngoc Anh (2018)
To, Ngoc Anh
Haaga-Helia ammattikorkeakoulu
2018
Creative Commons Attribution-NonCommercial-NoDerivs 1.0 Finland
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018100215599
https://urn.fi/URN:NBN:fi:amk-2018100215599
Tiivistelmä
In the hospitality industry, customer satisfaction along with customer expectations are going to be exceeded but still need being guaranteed. The competitiveness is stronger than ever in the market and customer satisfaction along with customer loyalty has never been out of date to focus.
This research paper intends to understand the level of customer satisfaction impact on customer loyalty, repurchase and retention in the restaurant industry. The objectives of the study are to determine the impact of customer satisfaction to which extent on customer loyalty and if it leads to short or long – term financial impact, whether the case company meets their customer satisfaction and suggestions for maintain and improve the customer relationships that the case company Kin Sushi Helsinki is experiencing. Kin is a small sushi buffet restaurant in the heart of Helsinki, that has two floors with the capacity is up to 100 people established in fall of 2013, following the great success of Kin Sushi Järvenpää.
In addition, some of the most primary theories such as service quality determinants, service gaps and SERVQUAL instruments have been included to understand the perspective of service quality more deeply. Other aspects of customer such as customer loyalty and satisfaction, customer experience and engagement concept in the service industry was also identified with key qualities as a basis of this research.
Quantitative research method was chosen to study customer experiences, behavior and satisfaction at Kin. The survey questionnaires were designed based on the service quality framework and customer relationships theory. All together 126 respondents were received at Kin Sushi Helsinki in Mid – May 2018. The surveys were conducted within two weeks during the normal opening hour of the restaurant.
The results show that Kin is performing a high quality of service and product, which consequent in the high level of satisfied customer. Respondents affirmed that service quality and high product quality is the key factor in choosing restaurant. In addition, more than half of the respondents would recommend Kin to others and interest in subscribing to a customer reward program, which indicates there is customer loyalty existence at Kin Sushi.
The thesis project started in the beginning of March 2018 and ended in the beginning of autumn August 2018.
This research paper intends to understand the level of customer satisfaction impact on customer loyalty, repurchase and retention in the restaurant industry. The objectives of the study are to determine the impact of customer satisfaction to which extent on customer loyalty and if it leads to short or long – term financial impact, whether the case company meets their customer satisfaction and suggestions for maintain and improve the customer relationships that the case company Kin Sushi Helsinki is experiencing. Kin is a small sushi buffet restaurant in the heart of Helsinki, that has two floors with the capacity is up to 100 people established in fall of 2013, following the great success of Kin Sushi Järvenpää.
In addition, some of the most primary theories such as service quality determinants, service gaps and SERVQUAL instruments have been included to understand the perspective of service quality more deeply. Other aspects of customer such as customer loyalty and satisfaction, customer experience and engagement concept in the service industry was also identified with key qualities as a basis of this research.
Quantitative research method was chosen to study customer experiences, behavior and satisfaction at Kin. The survey questionnaires were designed based on the service quality framework and customer relationships theory. All together 126 respondents were received at Kin Sushi Helsinki in Mid – May 2018. The surveys were conducted within two weeks during the normal opening hour of the restaurant.
The results show that Kin is performing a high quality of service and product, which consequent in the high level of satisfied customer. Respondents affirmed that service quality and high product quality is the key factor in choosing restaurant. In addition, more than half of the respondents would recommend Kin to others and interest in subscribing to a customer reward program, which indicates there is customer loyalty existence at Kin Sushi.
The thesis project started in the beginning of March 2018 and ended in the beginning of autumn August 2018.