Service improvements and marketing development based on Russian market demand : case Peurunka
Udovenko, Julia; Knyazeva, Olga (2011)
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The purpose of this study was to help Peurunka get a better understanding of what kind of image they have in the eyes of Russian customers and to offer the company ways to improve their marketing efforts as well as their services in order to achieve the image Peurunka management is aiming at giving to its customers. Hotel Peurunka is a spa hotel located 25 km away from the city of Jyväskylä, Finland. The hotel offers a variety of winter and summer sports as well as rehabilitation facilities. During the New Year and Christmas period the hotel is constantly fully booked, and more than 80% of the guests come from Russia. The research was carried though in-depth interviews with Peurunka guests coming from Russia during the period from December 2010 to January 2011. It revealed the real image of the hotel in the minds of Russian customers and gave the ideas for service and marketing development in Peurunka. The results of the research demonstrated that Peurunka's image desired by the management and the image in minds of Russian customers match. The proposals for further development of Peurunka services were offered. Also, the themes for potential research topics for Peurunka were discussed.