Developing the customer satisfaction - Case Järven Kello ja Kulta Ky

Abstract

Satisfied customers are proven to be more loyal than unsatisfied customers. Loyalty means long-term customers together with extra marketing through word of mouth. Customer satisfaction is doubtlessly a critical matter for customer-centric firm and it is affecting straight to productivity and viability.

This research was completed for Järven Kello ja Kulta, an organization which exists to retail products and services of goldsmith industry and drive economic growth of small city called Uusikaupunki by family-owned entrepreneurship. This customer-centric firm attempts to attract more customers and therefore seeks to know what their current customer satisfaction level is. Goal of this thesis is to give right tools for the case company to increase their current customer satisfaction level, to strengthen their market position and to attract new customers as well.

The findings of secondary data led to several best practices recommendations, as well as potential marketing methods which could be used by Järven Kello ja Kulta. Based on the research, was decided that the primary research should focus on the customers’ perceptions and expectations of Järven Kello ja Kulta, and what issues are valued by customers alike. Primary research consisted of a 7 questions survey that was distributed online and in person, overall acquired 123 responses, with information about the purchasing habits in general and experiences based on the case company specifically. Survey was finished off with key demographic questions. Data collected was analyzed together with SERVQUAL-method. Target group in this study consisted of case company’s existing customers. This survey proved to be crucial to my understandings of the industry and gave me some insights to the main issues Järven Kello ja Kulta should focus on.

The aim of this research was to clarify the current situation of customer satisfaction regarding product range, quality of products, prices, services and overall store. Based on the results it can be said that customers are overall satisfied and they greatly appreciate good customer service and high-quality products in the industry. The recommendations center on adapting new models to have even better results on custom-er service level as well as targeting right segment. According to the data achieved the persona was created to help the company in the future. In this study the author became aware of some key target issues through the survey included the prospects of jewelry industry as well as the current situation.