The impact of brand image on customer experience – Company X
Siitonen, Hannes (2017)
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017103116432
https://urn.fi/URN:NBN:fi:amk-2017103116432
Tiivistelmä
The aim of this thesis was to find out what kind of relationship there is between brand image and customer experience, and how the brand image affects to customer experience. The aim was also to define the company’s brand image and customer experience among the target groups, and what factors do affect to them. In addition, this thesis aimed to produce valuable information for the company about their brand image, customer experience, customer behaviour and customer satisfaction, followed by increased customer understanding.
This thesis was completed as an assignment for a Finnish company which wanted to remain anonymous, later referred as Company X. The study was delimited to concern brand in Finnish markets. The delimitation was done because Company X has a strong and recognizable brand image in domestic markets comparing to international markets and domestic customers are still company’s main customer segment. Also conducting a survey for domestic customers was easier to perform and control. This kind of study wasn’t performed for the Company X before.
The theory of this thesis is divided into three parts. The brand theory reviews how brands build competition advantage for companies, what brand equity is and how brand image forms in customers’ minds. The customer experience theory introduces what customer experience consists, how added value is generated, and how customer path forms. The theoretical framework of relationship between brand and customer experience compounds theories presented in previously and applies theory of customer experience and brand equity.
The research was completed with quantitative method and the research material was collected with an online survey in Webropol online platform. The research groups were Company X’s newsletter subscribers who represented the brand loyalists and the second and third year students of Haaga-Helia University of Applied Sciences, who represented millennials. Millennials were chosen as a control group, because Company X sees them as important future customers. The total of 970 respondents answered the study, 881 of them were Company X’s newsletter subscribers and 89 were students of Haaga-Helia UAS. The results were analysed with Microsoft Excel and IBM SPSS statistics software.
The results showed that brand image has a significant impact on customer experience amongst the Company X’s newsletter subscribers. The results also showed that the Company X has a strong and loyal customer base who are truly loyal for the brand. Due the small number of respondents among the students it wasn’t possible to draw any meaningful conclusions from the results.
This thesis was completed as an assignment for a Finnish company which wanted to remain anonymous, later referred as Company X. The study was delimited to concern brand in Finnish markets. The delimitation was done because Company X has a strong and recognizable brand image in domestic markets comparing to international markets and domestic customers are still company’s main customer segment. Also conducting a survey for domestic customers was easier to perform and control. This kind of study wasn’t performed for the Company X before.
The theory of this thesis is divided into three parts. The brand theory reviews how brands build competition advantage for companies, what brand equity is and how brand image forms in customers’ minds. The customer experience theory introduces what customer experience consists, how added value is generated, and how customer path forms. The theoretical framework of relationship between brand and customer experience compounds theories presented in previously and applies theory of customer experience and brand equity.
The research was completed with quantitative method and the research material was collected with an online survey in Webropol online platform. The research groups were Company X’s newsletter subscribers who represented the brand loyalists and the second and third year students of Haaga-Helia University of Applied Sciences, who represented millennials. Millennials were chosen as a control group, because Company X sees them as important future customers. The total of 970 respondents answered the study, 881 of them were Company X’s newsletter subscribers and 89 were students of Haaga-Helia UAS. The results were analysed with Microsoft Excel and IBM SPSS statistics software.
The results showed that brand image has a significant impact on customer experience amongst the Company X’s newsletter subscribers. The results also showed that the Company X has a strong and loyal customer base who are truly loyal for the brand. Due the small number of respondents among the students it wasn’t possible to draw any meaningful conclusions from the results.