Marketing Communication and Customer Satisfaction
Rijal, Balkrishna; Bhusal, Amit (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201904064486
https://urn.fi/URN:NBN:fi:amk-201904064486
Tiivistelmä
The Bachelor thesis has been commissioned for the Company’s X restaurant. The objective of the thesis is to create a concrete marketing communication plan and measure the customer satisfaction level that helps to attract more customers in the restaurant. The theoretical part of the thesis consists the marketing communication concepts, communication channels, customer satisfaction theories that are relevant to the project.
There are two main research objectives of the thesis. First one is “what kind of marketing communication channels will be the best to attract more customers in the restaurant?” This question addresses the marketing communication channels that customer prefer most. It will help to elect exact alternative communication tool for the advertisement and promotion of the restaurant. Second one is “what is the customer satisfaction rate in the restaurant?”. This question represents the current image of the restaurant from the customer point of view. Also, it helps to understand what kind of improvements should be done to improve customer satisfaction.
Quantitative research method has been used during this project. Survey questionnaire was designed to accumulate data from the targeted customers. Survey was conducted in company X premises and it took four days to collect the information from the regulars. Questions were designed in such a way that emphasize on marketing communication channel and customer satisfaction. The results indicate the most important marketing communication channels preferred by the customers are company’s official website holidayinn.fi, word of mouth, Reception, and Friends. In contrast to expectation, Facebook, Instagram and Brochures are the least preferred communication channels. Similarly, results show most of the customers arriving to the restaurant belongs to different companies which are satisfied with the service offered by the restaurant. Accordingly, restaurant should focus to maintain the flow of those customers ahead by organizing conference and workshops, as they are the most influential way to promote the restaurant.
In nutshell, the restaurant is performing well, and it can attract new customers as well as maintain loyal customers by utilizing the results of the questionnaire. It is suggested to do further research regarding marketing plan to attract the local customers in the restaurant, as currently most customers in the restaurant were from outside.
Keywords: Promotion, Accumulate, Emphasize, Profit, Premises
There are two main research objectives of the thesis. First one is “what kind of marketing communication channels will be the best to attract more customers in the restaurant?” This question addresses the marketing communication channels that customer prefer most. It will help to elect exact alternative communication tool for the advertisement and promotion of the restaurant. Second one is “what is the customer satisfaction rate in the restaurant?”. This question represents the current image of the restaurant from the customer point of view. Also, it helps to understand what kind of improvements should be done to improve customer satisfaction.
Quantitative research method has been used during this project. Survey questionnaire was designed to accumulate data from the targeted customers. Survey was conducted in company X premises and it took four days to collect the information from the regulars. Questions were designed in such a way that emphasize on marketing communication channel and customer satisfaction. The results indicate the most important marketing communication channels preferred by the customers are company’s official website holidayinn.fi, word of mouth, Reception, and Friends. In contrast to expectation, Facebook, Instagram and Brochures are the least preferred communication channels. Similarly, results show most of the customers arriving to the restaurant belongs to different companies which are satisfied with the service offered by the restaurant. Accordingly, restaurant should focus to maintain the flow of those customers ahead by organizing conference and workshops, as they are the most influential way to promote the restaurant.
In nutshell, the restaurant is performing well, and it can attract new customers as well as maintain loyal customers by utilizing the results of the questionnaire. It is suggested to do further research regarding marketing plan to attract the local customers in the restaurant, as currently most customers in the restaurant were from outside.
Keywords: Promotion, Accumulate, Emphasize, Profit, Premises