Managing customer relationships in night clubs

Abstract

In this thesis managing customer relationships in night clubs in Finland is researched. Managing customer relationship is a difficult process, which includes management strategy, customers´ attitude, attraction, retention and loyalty. Customers are individuals who want to be treated nicely and specially. The hardest work for managers of the night clubs is to attract a new customer, satisfy every customer and win their loyalty. The purpose of the study was to explore how night club managers can attract new customers and keep their old customers. The study was done by a survey which consists of two questionnaires; the first was for managers and the second for customers. The survey results helped to answer the study questions and compare managers´ strategy with customers´ wants and wishes. The study results showed that nowadays the best way to attract customers to night clubs is good atmosphere and the best service. The best management tool is to give customers discount, comfort and attention. A happy and satisfied customer can become a loyal customer and bring more profit to the business.