Customer journey mapping : skateboard hardware purchases
Kalliala, Martti (2019)
Kalliala, Martti
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019052912944
https://urn.fi/URN:NBN:fi:amk-2019052912944
Tiivistelmä
This Bachelor thesis is research into skateboard consumers, buying patterns and how such customer intelligence could be used in creating more profits. It starts off by introducing the commissioner for the project and explaining the main theoretical frameworks regarding this topic. As many business-to-consumer markets, the skateboarding industry needs to adapt to the new buying behavior patterns and is in desperate need of an accurate academic research on how the consumers buy their products and how the companies should make their mar-keting actions more efficient.
The theoretical frameworks focus on Buyer decision process, customer journey mapping, and touchpoints. The literature used in the framework is best-selling authors from the field of marketing. Other sources are found online and ap-proved to be trustworthy judging by the publisher’s reputation. The theories needed to be studied thoroughly before collecting the primary data and applying it to the theory.
In chapters 4 & 5 the customer journey map is drawn and the most important touchpoints on it. The thesis provides recommendations for the commissioner on how to improve the customer experience. The conclusions offer a summary of the key points of the whole thesis.
The theoretical frameworks focus on Buyer decision process, customer journey mapping, and touchpoints. The literature used in the framework is best-selling authors from the field of marketing. Other sources are found online and ap-proved to be trustworthy judging by the publisher’s reputation. The theories needed to be studied thoroughly before collecting the primary data and applying it to the theory.
In chapters 4 & 5 the customer journey map is drawn and the most important touchpoints on it. The thesis provides recommendations for the commissioner on how to improve the customer experience. The conclusions offer a summary of the key points of the whole thesis.