Marketing Green Services in Retail Facility: a case study in Finland
Luong, Dieu Phuong (2015)
Laurea-ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015120419363
https://urn.fi/URN:NBN:fi:amk-2015120419363
Tiivistelmä
The purpose of the research is to explore applicable opportunities of green marketing in the service environment of retail facilities. The study examines elements forming service environment in retail facilities, investigates the management and marketing practices and finally offers development proposals based on customers’ suggestive solutions.
The thesis has four separate sections. The first part presents past discussions on marketing of green building market in order to reveal research motivations and introduce the research topic. Next, the literature review summarizes theoretical backgrounds relating to retail service environment’s dimensions and explains the importance of marketing green facility services, along with some technical concepts to be used in later analysis. The following section describes in details the research approach and design. Finally, interpretations of collected data are shown as empirical findings with a number of recommendations to improve green marketing practices for retail facilities. The development goal is to provide foundational understanding for the improvement of green marketing in sustainable facilities.
With qualitative methodology and analytic induction approach, the exploratory research is designed as a single, intensive case study of Sello shopping mall. The author used inductive reasoning to derive proposition from interviews with the experts and target customers. The research then focused on the findings and developed conclusions about the selected group’s knowledge, interests and opinions regarding the green marketing program by the case mall.
The findings identify facility management’s considerations in implementing green marketing into the existing service environment of the case mall. According to the study, identifications of service touchpoints are essential in managing visitors’ knowledge. The introduction of innovative services would not only help customers to magnify their experiences but also enhance perceived service quality and have a positive impact on customer loyalty. In addition, two-way communication be-tween customers and the mall operators should be implemented to proactively involve customers in the maintenance of the facility. Recommendations are presented based on these considerations, with application of service design approach to develop new service offers with active participation of customers.
The thesis has four separate sections. The first part presents past discussions on marketing of green building market in order to reveal research motivations and introduce the research topic. Next, the literature review summarizes theoretical backgrounds relating to retail service environment’s dimensions and explains the importance of marketing green facility services, along with some technical concepts to be used in later analysis. The following section describes in details the research approach and design. Finally, interpretations of collected data are shown as empirical findings with a number of recommendations to improve green marketing practices for retail facilities. The development goal is to provide foundational understanding for the improvement of green marketing in sustainable facilities.
With qualitative methodology and analytic induction approach, the exploratory research is designed as a single, intensive case study of Sello shopping mall. The author used inductive reasoning to derive proposition from interviews with the experts and target customers. The research then focused on the findings and developed conclusions about the selected group’s knowledge, interests and opinions regarding the green marketing program by the case mall.
The findings identify facility management’s considerations in implementing green marketing into the existing service environment of the case mall. According to the study, identifications of service touchpoints are essential in managing visitors’ knowledge. The introduction of innovative services would not only help customers to magnify their experiences but also enhance perceived service quality and have a positive impact on customer loyalty. In addition, two-way communication be-tween customers and the mall operators should be implemented to proactively involve customers in the maintenance of the facility. Recommendations are presented based on these considerations, with application of service design approach to develop new service offers with active participation of customers.