Satisfaction and sales – cause or correlation? Consumer research & relationship marketing at WHSmith Helsinki-Vantaa airport (SSP Finland).
Kaikkonen, Tony (2018)
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018121121003
https://urn.fi/URN:NBN:fi:amk-2018121121003
Tiivistelmä
Today’s everchanging and evolving business world requires a lot of adaptation from companies, not just companies, but everyone involved in a business, from employers to employees and even customers.
One of the biggest problems that companies face is customers: how to get them and how to keep them. Customers always have expectations. Whether you are buying a coffee on the way to work, to even more demanding things like buying a house. We have a need for something and expect a certain standard to what we are buying. Meeting these expectations can make or break a business.
It is very important in this growing environment that we follow and learn to understand some of the basic needs that customers have and how meeting these needs can help businesses grow. To be a successful business there is a need to make money. Many businesses know how to make money, but some do not know how they can maximize their money making.
This thesis joggles some ideas on how satisfaction, which is a basic need, can affect the sales of a company. The thesis includes a customer satisfaction study and a sales comparison conducted at a WHSmith store at Helsinki-Vantaa airport. The commissioning company was Select Service Partner Finland OY. The customer satisfaction study was conducted over the span of four weeks. The results of the study show the level of customer satisfaction over that period and the comparison and analysis of the results, along with the recommendations, give some clarification of the current situation and what it means.
This is a commissioned based thesis. It consists of benchmarks that a company might take to measure customer satisfaction, some background theory on the benchmarks, and the benchmarking results of the store in question. The study was conducted during my marketing and product development trainee position in the summer of 2017 and the writing process during the 2017-2018 academic year.
One of the biggest problems that companies face is customers: how to get them and how to keep them. Customers always have expectations. Whether you are buying a coffee on the way to work, to even more demanding things like buying a house. We have a need for something and expect a certain standard to what we are buying. Meeting these expectations can make or break a business.
It is very important in this growing environment that we follow and learn to understand some of the basic needs that customers have and how meeting these needs can help businesses grow. To be a successful business there is a need to make money. Many businesses know how to make money, but some do not know how they can maximize their money making.
This thesis joggles some ideas on how satisfaction, which is a basic need, can affect the sales of a company. The thesis includes a customer satisfaction study and a sales comparison conducted at a WHSmith store at Helsinki-Vantaa airport. The commissioning company was Select Service Partner Finland OY. The customer satisfaction study was conducted over the span of four weeks. The results of the study show the level of customer satisfaction over that period and the comparison and analysis of the results, along with the recommendations, give some clarification of the current situation and what it means.
This is a commissioned based thesis. It consists of benchmarks that a company might take to measure customer satisfaction, some background theory on the benchmarks, and the benchmarking results of the store in question. The study was conducted during my marketing and product development trainee position in the summer of 2017 and the writing process during the 2017-2018 academic year.