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Viitteet 381-390 / 1002
Digitaalisen markkinoinnin markkinointisuunnitelman kehittäminen yritys X:lle
(Laurea-ammattikorkeakoulu, 2016)
Tämän toiminnallisen opinnäytetyön tavoitteena kehitettiin toimeksiantaja yritys X:lle digi-taalisen markkinoinnin markkinointisuunnitelma, joka pyrkii vuorovaikutukseen kuluttajien ja lähiruokatuottajien kanssa.. Tarkoituksena mahdollistettiin...
The objective of this thesis was to develop a digital marketing plan, which aims at enhancing communication between customers and local food producers belonging to company X. The purpose of this thesis was to enable company X to make use of the marketing plan as to be able to improve their business plan. Company X is a local food start up company with a new operating model, foodhub. The framework of this thesis covers local food, digital marketing and marketing plan. The framework also investigates local food and its current situation on the market, digital market-ing and how it is used as marketing means in the company and in the company's marketing plan. A digital marketing plan was established for company X. The methods used were netscouting, competitor analysis, interview and PESTE analysis. The most important one was netscouting. Conclusions were drawn up based on the netscouting, which company X can use in their digital marketing. The created marketing plan can be used to improve company X’s business plan and some de-velopment suggestions for digital marketing were also given. As technology advances it is crucial that company X is aware of the new and popular technology, which could be used in their digital marketing. One development proposal for company X is to develop a mobile application. It would make customers’ life easier and would offer more digital opportunities for company X....
The objective of this thesis was to develop a digital marketing plan, which aims at enhancing communication between customers and local food producers belonging to company X. The purpose of this thesis was to enable company X to make use of the marketing plan as to be able to improve their business plan. Company X is a local food start up company with a new operating model, foodhub. The framework of this thesis covers local food, digital marketing and marketing plan. The framework also investigates local food and its current situation on the market, digital market-ing and how it is used as marketing means in the company and in the company's marketing plan. A digital marketing plan was established for company X. The methods used were netscouting, competitor analysis, interview and PESTE analysis. The most important one was netscouting. Conclusions were drawn up based on the netscouting, which company X can use in their digital marketing. The created marketing plan can be used to improve company X’s business plan and some de-velopment suggestions for digital marketing were also given. As technology advances it is crucial that company X is aware of the new and popular technology, which could be used in their digital marketing. One development proposal for company X is to develop a mobile application. It would make customers’ life easier and would offer more digital opportunities for company X....
Tapahtumakonseptin luominen toimeksiantajalle
(Laurea-ammattikorkeakoulu, 2016)
osallistujia, joille se tarjosi hyötyä omaan elämään.
Työn tietoperustassa käsiteltiin tapahtuman järjestämistä ja konseptointia. Aiheen ollessa laaja oli teoriassa keskitytty niihin osa-alueisiin, jotka painottuvat tapahtumakonseptissa. Aluksi määriteltiin...
The main objective of this thesis was to establish an event concept for the first event of the chosen organization. The purpose of the event concept was to alleviate the arrangement of the company’s first event. Events and event marketing could be seen as a remarkable part of the company’s business in the future. The concept was designed to be the framework for the organization’s annual events and it can be modified annually. Guests would also benefit from the concept. The theoretical section of this thesis covers event organizing and creating a concept. The focus was on topics that belong to the final event concept. At first event and concept were defined. The subject of organizing an event was described through its phases: planning, executing and finalizing. The most important one was planning, which included the main objectives, message and focus audience of the event, basis knowledge of the event consisting of for example program, venue and time and finally event marketing. Observation targets and objectives for the research were also defined in the theoretical section. Service design methods were used in the functional section of this thesis. However, the process of service design was not strictly followed. The starting point was to consider the strengths and weaknesses of the event organizers. Secondly, benchmarking was exploited to observe two other similar events. The organization had conducted a survey with its readership at the end of 2015. The results of the survey and storytelling, which was executed in this thesis, were used together to create four different personas describing the audience of the event. These personas and the ideas of the audience had an important role in planning the content of the event concept. By creating a customer journey map it was possible to notice the critical points of the event. Finally, a service blueprint map was drawn up in order to understand the event process as a whole. The idea of the event was created with the company and it was based on the results. The final product of this thesis was an event concept. This concept emphasized the event’s content and program, venue and decoration as well as scheduling. The purpose of the concept was to support fluent organizing of the event. It defines the objectives and message of the event, people included, the venue and decoration, time and schedule and content of the event. The concept also explains the details of marketing, informing and a preliminary budget. With this concept it is effortless to plan how to organize the event....
The main objective of this thesis was to establish an event concept for the first event of the chosen organization. The purpose of the event concept was to alleviate the arrangement of the company’s first event. Events and event marketing could be seen as a remarkable part of the company’s business in the future. The concept was designed to be the framework for the organization’s annual events and it can be modified annually. Guests would also benefit from the concept. The theoretical section of this thesis covers event organizing and creating a concept. The focus was on topics that belong to the final event concept. At first event and concept were defined. The subject of organizing an event was described through its phases: planning, executing and finalizing. The most important one was planning, which included the main objectives, message and focus audience of the event, basis knowledge of the event consisting of for example program, venue and time and finally event marketing. Observation targets and objectives for the research were also defined in the theoretical section. Service design methods were used in the functional section of this thesis. However, the process of service design was not strictly followed. The starting point was to consider the strengths and weaknesses of the event organizers. Secondly, benchmarking was exploited to observe two other similar events. The organization had conducted a survey with its readership at the end of 2015. The results of the survey and storytelling, which was executed in this thesis, were used together to create four different personas describing the audience of the event. These personas and the ideas of the audience had an important role in planning the content of the event concept. By creating a customer journey map it was possible to notice the critical points of the event. Finally, a service blueprint map was drawn up in order to understand the event process as a whole. The idea of the event was created with the company and it was based on the results. The final product of this thesis was an event concept. This concept emphasized the event’s content and program, venue and decoration as well as scheduling. The purpose of the concept was to support fluent organizing of the event. It defines the objectives and message of the event, people included, the venue and decoration, time and schedule and content of the event. The concept also explains the details of marketing, informing and a preliminary budget. With this concept it is effortless to plan how to organize the event....
Perehdytysmateriaalin kehittämisprosessi hotelliorganisaatiolle
(Laurea-ammattikorkeakoulu, 2016)
Tämän toiminnallisen opinnäytetyön aiheena oli luoda hotelli- ja ravintola-alalle perehdyttämismateriaalia sisältävä materiaalipankki. Opinnäytetyön toimeksiantaja oli Kämp Collection Hotelsiin kuuluva GLO Hotel Sello. Työn tavoite oli koota GLO...
The objective of this functional thesis was to create a material bank consisting of material for the induction program of hotel, restaurant and tourism management. This thesis was commis-sioned by Glo Hotel Sello that is part of the Kämp Collection...
The objective of this functional thesis was to create a material bank consisting of material for the induction program of hotel, restaurant and tourism management. This thesis was commis-sioned by Glo Hotel Sello that is part of the Kämp Collection...
Uuden ravintolan kehittäminen palvelumuotoilulla
(Laurea-ammattikorkeakoulu, 2016)
design –malliin ja sen vaiheisiin, ravintolan perustamiseen, konseptointiin, brändin rakentamiseen ja liikeidean elinkaareen.
Opinnäytetyö toteutettiin mukaillen Stefan Moritzin Service Design –mallia. Ensin tutustuttiin toimintaympäristöön, minkä...
The purpose of this thesis was to create a new and useful concept for a new restaurant that Royal Ravintolat Oy can exploit in its future business and expansion plans. The objective of this thesis was to establish a restaurant concept...
The purpose of this thesis was to create a new and useful concept for a new restaurant that Royal Ravintolat Oy can exploit in its future business and expansion plans. The objective of this thesis was to establish a restaurant concept...
Digitaalisen markkinointiviestinnän suunnittelu Facebookissa: Ravintola Don Corleone
(Laurea-ammattikorkeakoulu, 2016)
asiakkaiden lisääntymiseen ja sitä kautta liiketoimin-nan kasvuun. Sosiaalisen median palveluista viestintäkanavaksi valittiin Facebook toimeksiantajan toiveesta sekä Facebookin suuren suosion ja soveltuvuuden vuoksi. Facebookissa on valmiiksi pal...
The objective of this thesis was to create a communications plan for marketing communications conducted on Facebook by restaurant Don Corleone. The purpose of this thesis was to increase marketing communications on Facebook, which would lead to more...
The objective of this thesis was to create a communications plan for marketing communications conducted on Facebook by restaurant Don Corleone. The purpose of this thesis was to increase marketing communications on Facebook, which would lead to more...
Ravintolaliikeidean kehittäminen palvelumuotoilua hyödyntäen
(Laurea-ammattikorkeakoulu, 2016)
Opinnäytetyön tavoitteena on luoda kasvisruokaravintolan liikeidea palvelumuotoilun menetelmiä hyödyntäen. Opinnäytetyössä keskitytään liikeidean perusedellytyksiin vastaten kysymyksiin, kuten mitä ravintola asiakkailleen tarjoaa, kuinka yritys toimii ja ketkä kuuluvat ravintolan kohderyhmään. Opinnäytetyön tarkoituksena on luoda teorian ja toiminnallisen osuuden kautta pohja ravintola-alan yrityksen perustamista varten, jota työn tekijä voi mahdollisesti hyödyntää tulevaisuudessa.
Opinnäytetyön teoreettinen viitekehys käsittelee teoriaa ravintola-alan tarjoamista yrittäjyysmahdollisuuksista, liikeidean kehittämisestä, yrityksen toiminta-ajatuksesta, visiosta, arvoista sekä strategiasta. Myöhemmin opinnäytetyön teoreettisessa viitekehyksessä käydään läpi tärkeimpiä ravintolan toimintaan vaikuttavia lainsäädäntöjä sekä lupia. Seuraavaksi teoreettisessa viitekehyksessä käsitellään ravintolan tarjoomaa, asiakasta ja asiakkaan eri rooleja, kohderyhmää, asiakaslähtöisyyttä ja asiakkaan kokemaa palvelunlaatua. Lopuksi teoreettisessa viitekehyksessä pohditaan yrityksen rahoitusmahdollisuuksia.
Työ on toiminnallinen opinnäytetyö, jonka toiminnallisessa osiossa käytetään hyväksi Ojasalon neliosaista palvelumuotoilun mallia, käyttäen tärkeimpinä tutkimusmenetelminä havainnointia, kyselyä sekä teemahaastattelua. Muina palvelumuotoilun menetelminä käytetään asiakasprofiileita, menuehdotuksia visualisoimaan liikeidean tarjoomaa, sekä Business Model Canvas – työkalua, joka havainnollistaa kehitettävää liikeideaa.
Havainnoinnin, kyselyn ja teemahaastattelun menetelmin kerätystä asiakastiedosta rakentui kehitysideoita, joita hyödynnettiin liikeidean asiakaslähtöisessä kehittämistyössä. Asiakasprofiilien avulla konkretisoitiin liikeidean kohderyhmä, jonka tarpeisiin keskitytään. Menuehdotukset perustuvat asiakastutkimuksessa kerättyihin ideoihin ja visualisoivat liikeidean tarjontaa. Liikeidean ja sen osa-alueiden havainnollistamiseksi laadittiin Business Model Canvas, jonka luomisessa hyödynnettiin havainnoinnin, kyselyn ja teemahaastattelun avulla kerättyä asiakastietoa ja kehitysideoita.
Opinnäytetyön tuotoksia voidaan hyödyntää, mikäli liikeideaa lähdetään jatkossa kehittämään liiketoimintasuunnitelmaksi. Toiminnallisen opinnäytetyön aihe rajattiin käsittelemään liikeidean kehittämistä, ei itse liiketoimintasuunnitelman laatimista. Työssä ei ole keskitytty perusteellisesti rahoituksen järjestämiseen eikä liiketoimintasuunnitelman tärkeimpiin laskelmiin, jotka ovat tärkeitä yritystoiminnan lähtökohtia....
The objective of this thesis is to develop a business idea to a vegetarian restaurant by utilizing Service Design methods. The thesis studies the prerequisites of the business idea by answering the questions of; what does the restaurant offer to its...
The objective of this thesis is to develop a business idea to a vegetarian restaurant by utilizing Service Design methods. The thesis studies the prerequisites of the business idea by answering the questions of; what does the restaurant offer to its...
Social commerce - Kuluttajien kiinnostus ostaa some-kanavista : Social commerce - Kuluttajien kiinnostus ostaa some-kanavista
(Laurea-ammattikorkeakoulu, 2016)
Tämän opinnäytetyön aihe on Social commerce - Kuluttajien kiinnostus ostaa some-kanavista. Sosiaalisesta mediasta suoraan ostaminen on varsin uusi ilmiö ja työssä selvitetään kiinnostaako kuluttajia ostaa suoraan sosiaalisen median kanavista...
The subject of this thesis is Social commerce, the interest of consumers to buy through social media channels. The aim of this work is to find out whether consumers are interested in buying directly from social media channels and to find out reasons for such behaviour. The thesis investigates, which items a consumer would buy through social commerce channels, whether the channels themselves affect the decision to purchase and what kind of requirements consumers have when they buy through these channels. The thesis is a part of the Consumer Behaviour in Digital Environment project, which is a collaboration of Laurea University of Applied Sciences and the digital marketing think tank Kurio. The research was set up by investigating changes in social media marketing and how people have ended up buying directly from social media channels. After this the reader is also briefly explained with how purchasing directly out of social media channels actually happens. Consumer needs and motivations explain their behaviour, and in this chapter online consumer behaviour is investigated as well. Qualitative research was used for this thesis, namely interviews and observation. Through interviews the social media channels used by consumers and reasons for using those channels were identified. The interviews were done as individual interviews and observation was added to the process in the latter part of the interview. For analysis personas tool were created using the ser-vice design personas tool method. Consumer motives to use social media channels and what they follow in the channels were investigated in the interviews. The idea behind the study was to find out whether consumers actively follow businesses in social media. Based on this I studied what businesses consumers follow and why and what kind of advertisement and campaigns gather the consumer’s interest. Consumer habits in online shopping and what kind of thoughts consumers had about using e-stores were also discussed in the interviews. The last theme of the interviews was buying directly of social media channels. Facebook, Instagram and Pinterest turned out to be the most used social media channels. There were some differences between the men and women interviewed, for example none of the men interviewed used Pinterest. The social media channels mentioned are typically used for communi-cation, keeping track of events, looking at pictures and following businesses. There were also differences between the channels. The study suggests that consumers are ready to buy directly from social media channels especially because of ease of use and convenience. The decision to purchase is affected by estimated reliability of the company involved....
The subject of this thesis is Social commerce, the interest of consumers to buy through social media channels. The aim of this work is to find out whether consumers are interested in buying directly from social media channels and to find out reasons for such behaviour. The thesis investigates, which items a consumer would buy through social commerce channels, whether the channels themselves affect the decision to purchase and what kind of requirements consumers have when they buy through these channels. The thesis is a part of the Consumer Behaviour in Digital Environment project, which is a collaboration of Laurea University of Applied Sciences and the digital marketing think tank Kurio. The research was set up by investigating changes in social media marketing and how people have ended up buying directly from social media channels. After this the reader is also briefly explained with how purchasing directly out of social media channels actually happens. Consumer needs and motivations explain their behaviour, and in this chapter online consumer behaviour is investigated as well. Qualitative research was used for this thesis, namely interviews and observation. Through interviews the social media channels used by consumers and reasons for using those channels were identified. The interviews were done as individual interviews and observation was added to the process in the latter part of the interview. For analysis personas tool were created using the ser-vice design personas tool method. Consumer motives to use social media channels and what they follow in the channels were investigated in the interviews. The idea behind the study was to find out whether consumers actively follow businesses in social media. Based on this I studied what businesses consumers follow and why and what kind of advertisement and campaigns gather the consumer’s interest. Consumer habits in online shopping and what kind of thoughts consumers had about using e-stores were also discussed in the interviews. The last theme of the interviews was buying directly of social media channels. Facebook, Instagram and Pinterest turned out to be the most used social media channels. There were some differences between the men and women interviewed, for example none of the men interviewed used Pinterest. The social media channels mentioned are typically used for communi-cation, keeping track of events, looking at pictures and following businesses. There were also differences between the channels. The study suggests that consumers are ready to buy directly from social media channels especially because of ease of use and convenience. The decision to purchase is affected by estimated reliability of the company involved....
Markkinointisuunnitelma kauneushoitola Terrakotalle
(Laurea-ammattikorkeakoulu, 2016)
Opinnäytetyö käsittelee toimeksiantajayrityksen nykytilaa, tavoitteita sekä markkinointia. Työn tavoitteena on tuottaa toimeksiantajayritys kauneushoitola Terrakotalle markkinointisuunnitelma. Markkinointisuunnitelma tähtää uusien asiakkaiden...
This thesis covers of the commissioner company’s current state, its objectives and marketing. The purpose of this thesis is to devise a marketing plan for Beauty Salon Terrakotta. The marketing plan focuses on acquiring new clients and keeping the current ones. The commissioner of this thesis is Beauty Salon Terrakotta. It is a company founded in 2015. The founder, owner and the only employee is Anna Fenander. The marketing plan is a demand based as the company aims to grow. Hence, acquiring new customers is one of the key points. In addition to this, no effort has been put into actual marketing yet. This thesis is a practical project and it consists of a theoretical section and a practical one. The theoretical section focuses on the beauty treatment as a whole, a marketing and a marketing mix. The practical section focuses on the current state analysis. The marketing plan itself has been formed based on a marketing mix. The practical section of this thesis has been created by applying the theoretical framework and by taking advantage of the development targets discovered in the current state analysis. This thesis has utilized methods such as user personas, questionnaire, participant observation, service experience chart, SWOT analysis, benchmarking and brainstorming. These methods have been applied mostly in the current state analysis. The commissioner has taken part in devising this marketing plan. The end result of this project is a marketing plan, which has been created in a way that it is possible for a small business with little resources to carry out. The plan includes the target group for marketing, the development targets and the marketing measures needed to take in order to reach them. In addition to these, the marketing plan comes with a marketing calendar, which takes the beauty treatment’s seasonal fluctuations into consideration. The Beauty Salon Terrakotta aims to utilize this marketing plan in year 2017 and based on this, it will continue to develop their marketing strategies annually for the following years. The end result of this thesis was achieved by gathering enough information about clients, products and services, the operational environment and competitors in the current state analysis. Based on these results a marketing plan was devised. The end result matches the objectives set in the beginning. Now Beauty Salon Terrakotta is able to implement the marketing measures needed to increase their clientele....
This thesis covers of the commissioner company’s current state, its objectives and marketing. The purpose of this thesis is to devise a marketing plan for Beauty Salon Terrakotta. The marketing plan focuses on acquiring new clients and keeping the current ones. The commissioner of this thesis is Beauty Salon Terrakotta. It is a company founded in 2015. The founder, owner and the only employee is Anna Fenander. The marketing plan is a demand based as the company aims to grow. Hence, acquiring new customers is one of the key points. In addition to this, no effort has been put into actual marketing yet. This thesis is a practical project and it consists of a theoretical section and a practical one. The theoretical section focuses on the beauty treatment as a whole, a marketing and a marketing mix. The practical section focuses on the current state analysis. The marketing plan itself has been formed based on a marketing mix. The practical section of this thesis has been created by applying the theoretical framework and by taking advantage of the development targets discovered in the current state analysis. This thesis has utilized methods such as user personas, questionnaire, participant observation, service experience chart, SWOT analysis, benchmarking and brainstorming. These methods have been applied mostly in the current state analysis. The commissioner has taken part in devising this marketing plan. The end result of this project is a marketing plan, which has been created in a way that it is possible for a small business with little resources to carry out. The plan includes the target group for marketing, the development targets and the marketing measures needed to take in order to reach them. In addition to these, the marketing plan comes with a marketing calendar, which takes the beauty treatment’s seasonal fluctuations into consideration. The Beauty Salon Terrakotta aims to utilize this marketing plan in year 2017 and based on this, it will continue to develop their marketing strategies annually for the following years. The end result of this thesis was achieved by gathering enough information about clients, products and services, the operational environment and competitors in the current state analysis. Based on these results a marketing plan was devised. The end result matches the objectives set in the beginning. Now Beauty Salon Terrakotta is able to implement the marketing measures needed to increase their clientele....
Ravintola- ja majoituspalveluiden kysyntä kotimaan monipäiväisissä ratsastuskilpailuissa
(Laurea-ammattikorkeakoulu, 2016)
Tämän opinnäytetyö toteutettiin tutkielmatyyppisenä opinnäytetyönä ja sen aihe päätettiin yhteistyössä toimeksiantajana toimivan Suomen Ratsastajainliiton edustajan kanssa. Suomen Ratsastajainliitto on kotimaan ratsastusurheilun keskusjärjestö...
This thesis was implemented as a study. The commissioner of the study was the Equestrian Federation of Finland and the subject matter of the thesis was decided in consultation with a representative of the federation. The Equestrian Federation of Finland is an equestrian sports confederation, whose purpose is to promote the interests of amateur and professional riders in Finland. The objective of this thesis was to examine demand for accommodation and restaurant services in multi-day horse shows in Finland by using research methods. The purpose of this study was to generate new research data, which allows the commissioner to give competition organizers better advice and assistance in arranging accommodation and restaurant services in equestrian sports events. The theoretical section of the thesis focuses on association activities as a service provider and public event organizations are also covered. The theoretical section of the research methods summarizes the theory of quantitative research, which is used in this thesis. The survey method was used for collecting data in this study. The target group of the survey consisted of Finnish amateur and professional riders, who had competed during the season of 2014. The survey was conducted to sort out their opinions and experiences about accommodation and restaurant services in multi-day equestrian events. The study was conducted in the spring of 2015 as an online questionnaire and it was answered by a total of 163 people. The survey respondents were asked specifically addressed questions about accommodation and restaurant services provided by the event organizer and by the local service providers. Accommodation and restaurant services were also generally covered. The results of the study were processed in Excel by tabulating and typifying. Tables and diagrams were created to illustrate the results. After analyzing the results, it was discovered that the study provided an answer to the research question. There is a demand for accommodation and restaurant services in multi-day equestrian events but at the time of the research, demand and supply did not meet each other. Based on the results, all the services researched in the study were in need of development, but also having unused potential. The thesis met its objective and responded to the commissioner’s needs....
This thesis was implemented as a study. The commissioner of the study was the Equestrian Federation of Finland and the subject matter of the thesis was decided in consultation with a representative of the federation. The Equestrian Federation of Finland is an equestrian sports confederation, whose purpose is to promote the interests of amateur and professional riders in Finland. The objective of this thesis was to examine demand for accommodation and restaurant services in multi-day horse shows in Finland by using research methods. The purpose of this study was to generate new research data, which allows the commissioner to give competition organizers better advice and assistance in arranging accommodation and restaurant services in equestrian sports events. The theoretical section of the thesis focuses on association activities as a service provider and public event organizations are also covered. The theoretical section of the research methods summarizes the theory of quantitative research, which is used in this thesis. The survey method was used for collecting data in this study. The target group of the survey consisted of Finnish amateur and professional riders, who had competed during the season of 2014. The survey was conducted to sort out their opinions and experiences about accommodation and restaurant services in multi-day equestrian events. The study was conducted in the spring of 2015 as an online questionnaire and it was answered by a total of 163 people. The survey respondents were asked specifically addressed questions about accommodation and restaurant services provided by the event organizer and by the local service providers. Accommodation and restaurant services were also generally covered. The results of the study were processed in Excel by tabulating and typifying. Tables and diagrams were created to illustrate the results. After analyzing the results, it was discovered that the study provided an answer to the research question. There is a demand for accommodation and restaurant services in multi-day equestrian events but at the time of the research, demand and supply did not meet each other. Based on the results, all the services researched in the study were in need of development, but also having unused potential. The thesis met its objective and responded to the commissioner’s needs....
Palvelun laadun kehittäminen palvelumuotoilun avulla - Case Picnic Yliopistonkatu
(Laurea-ammattikorkeakoulu, 2016)
Tässä toiminnallisessa opinnäytetyössä kuvataan palvelun laadun käyttäjälähtöistä kehittämisprosessia palvelumuotoilun avulla. Opinnäytetyön toimeksiantajana toimi Picnic-kahvilaketju. Työn tarkoituksena oli tuottaa palvelun laatua parantava ja...
This functional thesis describes the developing process of service quality with service design methods. The commissioner of the thesis was the Picnic coffee shop chain and the purpose of the thesis was to create a new operational model for Picnic coffee shops to improve the service quality and user-orientation. The objective was to develop instructions for the operational model for the customer service personnel in order to improve the service quality in the whole chain. The development process focused on analyzing the existing level of service quality and examining the customer experience and customer journey of Picnic Yliopistonkatu in order to recognize and then develop possible problem areas of service quality. The purpose of the process was to achieve a clear vision of the criteria of high service quality and also to examine how well the criteria are fulfilled in Picnic Yliopistonkatu, how customers experience high quality service and which practices can have an impact on high quality service. The theoretical framework of the thesis consists of the different components and dimensions of developing service quality, like the concept of service, different parts of service, customers and customer orientation, service personnel and educating personnel. The theoretical framework also includes an analysis of the significance of developing service quality and the tools that can be used in the development process. The functional section of the thesis, the service quality development process, followed the methods and phases of service design. In the first phase the objective was to understand and survey the existing state of service quality by using shadowing, interviewing and creating a customer journey map. In the generating phase, a work-shop to improve service quality was executed with the personnel of Picnic Yliopistonkatu. The method used in this phase was the so called learning-café method. The last phase of the development process was the realizing phase, in which the results achieved in the work-shop were combined and instructions for better service quality for Picnic were created. It included an operational model and guidelines for customer servants considering genuineness, understanding customer needs, controlling time, exceeding customer expectations, dealing with disappointed customers and creating variable atmospheres. The participation of the personnel of Picnic Yliopistonkatu in the service quality development process produced relevant and valuable data for the new operational model. The benefits of the new instructions will depend on the personnel in different shops and also on how well the personnel is motivated and have resources to adopt to the new working models. The chain concept limited the development process to apply only to the work of the customer servants instead of other dimensions of the service. The results of the development process indicate that unraveling the working policies of customer servants can have distinct effect on improving service quality. Keywords: customer orientation, developing service, educating personnel, service design, service quality...
This functional thesis describes the developing process of service quality with service design methods. The commissioner of the thesis was the Picnic coffee shop chain and the purpose of the thesis was to create a new operational model for Picnic coffee shops to improve the service quality and user-orientation. The objective was to develop instructions for the operational model for the customer service personnel in order to improve the service quality in the whole chain. The development process focused on analyzing the existing level of service quality and examining the customer experience and customer journey of Picnic Yliopistonkatu in order to recognize and then develop possible problem areas of service quality. The purpose of the process was to achieve a clear vision of the criteria of high service quality and also to examine how well the criteria are fulfilled in Picnic Yliopistonkatu, how customers experience high quality service and which practices can have an impact on high quality service. The theoretical framework of the thesis consists of the different components and dimensions of developing service quality, like the concept of service, different parts of service, customers and customer orientation, service personnel and educating personnel. The theoretical framework also includes an analysis of the significance of developing service quality and the tools that can be used in the development process. The functional section of the thesis, the service quality development process, followed the methods and phases of service design. In the first phase the objective was to understand and survey the existing state of service quality by using shadowing, interviewing and creating a customer journey map. In the generating phase, a work-shop to improve service quality was executed with the personnel of Picnic Yliopistonkatu. The method used in this phase was the so called learning-café method. The last phase of the development process was the realizing phase, in which the results achieved in the work-shop were combined and instructions for better service quality for Picnic were created. It included an operational model and guidelines for customer servants considering genuineness, understanding customer needs, controlling time, exceeding customer expectations, dealing with disappointed customers and creating variable atmospheres. The participation of the personnel of Picnic Yliopistonkatu in the service quality development process produced relevant and valuable data for the new operational model. The benefits of the new instructions will depend on the personnel in different shops and also on how well the personnel is motivated and have resources to adopt to the new working models. The chain concept limited the development process to apply only to the work of the customer servants instead of other dimensions of the service. The results of the development process indicate that unraveling the working policies of customer servants can have distinct effect on improving service quality. Keywords: customer orientation, developing service, educating personnel, service design, service quality...









