Increasing Customer Loyalty, Case: Electricity Sales Company
Loukasmäki, Vilma (2015)
Loukasmäki, Vilma
Saimaan ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015052810950
https://urn.fi/URN:NBN:fi:amk-2015052810950
Tiivistelmä
The purpose of this thesis was to research how the case company could improve their customer loyalty. The study was commissioned by a Finnish electricity sales company. The organization consists of a grid company and a sales company, but this research covers only the sales company. The other purpose was also to gain information about which loyalty benefits are mostly wanted and how the current loyalty program could be impoved.
The theoretical part presents some theories that can be useful in future projects for example advancing the customer relationship management- programme, so the organization is able to expand without the difficulties of having too small resources. The overall aim is to find what makes the customers happy and how they could also get the information from the case company, that they have been awknowledged and appreciated.
The research was carried out by using a qualitative research method. Information was gathered from scientific articles and books and by sending questionnaires to the current and former electricity sales customers. The respondents were chosen randomly with a few criteria from the company’s database. These customers and former customers were sent a questionnaire on their opinions by mail. The results were analysed by listing the responses and analysing the frequency of responses
The results of the study show that the loyal customer concentration benefits are in this case most beneficial if they offer the customer a financial benefit. Customer concentration benefits can make customers more committed to the company, but are not the most important factor when choosing a sales company.
The company name has been encrypted because the thesis contains confidential information. The thesis has also been shortened in order to ensure the privacy of the company information and the results.
The theoretical part presents some theories that can be useful in future projects for example advancing the customer relationship management- programme, so the organization is able to expand without the difficulties of having too small resources. The overall aim is to find what makes the customers happy and how they could also get the information from the case company, that they have been awknowledged and appreciated.
The research was carried out by using a qualitative research method. Information was gathered from scientific articles and books and by sending questionnaires to the current and former electricity sales customers. The respondents were chosen randomly with a few criteria from the company’s database. These customers and former customers were sent a questionnaire on their opinions by mail. The results were analysed by listing the responses and analysing the frequency of responses
The results of the study show that the loyal customer concentration benefits are in this case most beneficial if they offer the customer a financial benefit. Customer concentration benefits can make customers more committed to the company, but are not the most important factor when choosing a sales company.
The company name has been encrypted because the thesis contains confidential information. The thesis has also been shortened in order to ensure the privacy of the company information and the results.