Improving Customer Satisfaction and Service Quality in Fashion Department Store Ratsula
Jalomäki, Sofia (2013)
Jalomäki, Sofia
Satakunnan ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013111817246
https://urn.fi/URN:NBN:fi:amk-2013111817246
Tiivistelmä
The purpose of this thesis was to find out the level of customer satisfaction and service quality in fashion department store Ratsula and to find out the possible areas of development in the customer service and service quality of this company. The focus of this thesis was on the customers in Jim & Jill Maanalainen. Jim & Jill Maanalainen is a store that sells clothing targeted to young people and it is located in the ground floor of Ratsula. My aim was to find out how satisfied the customers are with the products and customer service in Jim & Jill and to find out customers’ opinions on the quality of the products and services Jim & Jill offers.
The theoretical part of my thesis includes the subjects of marketing, market segmentation, marketing mix, customer service, customer satisfaction and service quality. The practical part includes quantitative research with a customer satisfaction survey that was conducted in Jim & Jill. The survey was created to find out the customers’ opinions on the level of service quality and customer service in Jim & Jill Maanalainen. The survey was a helping tool in figuring out the areas that need improvement in Jim & Jill, in order to keep the customers satisfied and to keep the company’s service quality on high level.
The research done by conducting the customer satisfaction survey showed customers’ opinions on the customer service in Jim & Jill and how the customers feel about different aspects that affect on service quality in this store. Through this research there occurred the areas that need improvement in order to keep the customers satisfied with Jim & Jill and these areas were price level, product selection, customer relationships and service environment. This thesis presented improvement suggestions for these areas and these suggestions included an improved feedback system, acquiring more loyal customers, broadening the target market and offering new products and brands in the selection.
The theoretical part of my thesis includes the subjects of marketing, market segmentation, marketing mix, customer service, customer satisfaction and service quality. The practical part includes quantitative research with a customer satisfaction survey that was conducted in Jim & Jill. The survey was created to find out the customers’ opinions on the level of service quality and customer service in Jim & Jill Maanalainen. The survey was a helping tool in figuring out the areas that need improvement in Jim & Jill, in order to keep the customers satisfied and to keep the company’s service quality on high level.
The research done by conducting the customer satisfaction survey showed customers’ opinions on the customer service in Jim & Jill and how the customers feel about different aspects that affect on service quality in this store. Through this research there occurred the areas that need improvement in order to keep the customers satisfied with Jim & Jill and these areas were price level, product selection, customer relationships and service environment. This thesis presented improvement suggestions for these areas and these suggestions included an improved feedback system, acquiring more loyal customers, broadening the target market and offering new products and brands in the selection.