Customer Orientation vs. Customer Orientation Perception : Case J & J Lakkapää Oy Tornio
Angeria, Heli (2011)
Angeria, Heli
Kemi-Tornion ammattikorkeakoulu Lapin ammattikorkeakoulu
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201105025697
https://urn.fi/URN:NBN:fi:amk-201105025697
Tiivistelmä
Heli, Angeria 2011. Customer Orientation vs. Customer Orientation Perception. Case: J & J Lakkapää Oy Tornio. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 51. Appendices 5.
The objective of this thesis is to study customer orientation with the help of a widely adapted Selling-Orientation-Customer Orientation (SOCO) scale, in order to find out what is the extent to which J & J Lakkapää Oy Tornio and its consumer customers agree or disagree about the company’s customer orientation level.
Both qualitative and quantitative research methods are utilized in this single-case study. The main data collection tools consist of semi-structured interviews, observations and point-of-sale self-administered questionnaire surveys. The local manager of the store was interviewed twice; firstly, to adopt a clear understanding of the company’s past, present and the future, and secondly to map out the prevailing perception about the company’s customer orientation. Furthermore, 145 questionnaires consisting of 10 SOCO scale statements were distributed for the customers during March - April 2011, in order to draw up an understanding of the consumer perception concerning customer orientation. The theoretical framework revolves around the concepts of a company’s orientation towards the marketplace, as well as the seven ‘Ps’ of the extended marketing mix: price, place, product, promotion, people, physical evidence and process. The information sources include books and other printed material, as well as Internet articles coherent with the topic.
Finally, the data collected was analyzed and presented through tables and figures. The results were used to construct development suggestions for the company to further improve their customer orientation level. The development suggestions were designed to cover the relevant sections of the marketing mix: product, promotion, place & people.
Key Words: Customer Orientation, Customer Orientation Perception, SOCO scale, Marketing Mix, seven ‘Ps’
The objective of this thesis is to study customer orientation with the help of a widely adapted Selling-Orientation-Customer Orientation (SOCO) scale, in order to find out what is the extent to which J & J Lakkapää Oy Tornio and its consumer customers agree or disagree about the company’s customer orientation level.
Both qualitative and quantitative research methods are utilized in this single-case study. The main data collection tools consist of semi-structured interviews, observations and point-of-sale self-administered questionnaire surveys. The local manager of the store was interviewed twice; firstly, to adopt a clear understanding of the company’s past, present and the future, and secondly to map out the prevailing perception about the company’s customer orientation. Furthermore, 145 questionnaires consisting of 10 SOCO scale statements were distributed for the customers during March - April 2011, in order to draw up an understanding of the consumer perception concerning customer orientation. The theoretical framework revolves around the concepts of a company’s orientation towards the marketplace, as well as the seven ‘Ps’ of the extended marketing mix: price, place, product, promotion, people, physical evidence and process. The information sources include books and other printed material, as well as Internet articles coherent with the topic.
Finally, the data collected was analyzed and presented through tables and figures. The results were used to construct development suggestions for the company to further improve their customer orientation level. The development suggestions were designed to cover the relevant sections of the marketing mix: product, promotion, place & people.
Key Words: Customer Orientation, Customer Orientation Perception, SOCO scale, Marketing Mix, seven ‘Ps’