Relationship marketing as a tool to improve business activities at Helsinki Bakery
Nguyen, Dung (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202005087975
https://urn.fi/URN:NBN:fi:amk-202005087975
Tiivistelmä
Nowadays, with the trend of globalization, the service industry is becoming more competitive and complex. Hence, building a strong relationship with customers as well as maintaining cus- tomer satisfaction and loyalty are crucial factors for enterprises to grow sustainably. Focusing on retaining current customers is a profitable strategy since it is said to be five to six times cheaper than attracting new customers. There are many techniques, which businesses can use, to strengthen and develop customer relationships.
The topic of this thesis is to use relationship marketing as a tool to improve business activi- ties. Hence, the outcome of the thesis is a relationship marketing plan that helps increase sales at the commissioner company. This is a project-based thesis, whose commissioner is Helsinki Bakery. It is a small size coffee and bakery shop located in Helsinki. The thesis will help the company answer two questions; what relationship marketing is and how it can im- prove the company business performances by using theories regarding relationship marketing, customer loyalty, customer retention, and several marketing strategies. Moreover, this thesis helps the company acknowledge the importance of maintaining customer relationship in de- veloping their business. The thesis also highlights the theoretical framework of customer loy- alty, customer retention, and relationship life cycle.
Qualitative and quantitative research methods were used in order to gather data and infor- mation on the commissioner company as well as other competitors and customers. Bench- marking and observation methods were used at peer businesses to study and compare perfor- mances with the commissioner company. In addition, in order to obtain information on the case company and its customers, an interview and a survey were implemented. The research was conducted from January to March 2020.
As a result, a relationship marketing plan was drawn up on basis of the studied theoretical background and research development process. The author produced three development plans regarding products, the service, and loyalty program. In order to create more diversity in the case company product line, new revamped products and a seasonal menu were sug- gested, which answer customer demand. Moreover, a new café layout is introduced, which provides more seats, tables, as well as reduce the confusion for customers when purchasing. Membership cards for loyal buyers with attractive rewards and several promotion programs for students and regular consumers are offered to enhance customer loyalty and business ac- tivities.
The topic of this thesis is to use relationship marketing as a tool to improve business activi- ties. Hence, the outcome of the thesis is a relationship marketing plan that helps increase sales at the commissioner company. This is a project-based thesis, whose commissioner is Helsinki Bakery. It is a small size coffee and bakery shop located in Helsinki. The thesis will help the company answer two questions; what relationship marketing is and how it can im- prove the company business performances by using theories regarding relationship marketing, customer loyalty, customer retention, and several marketing strategies. Moreover, this thesis helps the company acknowledge the importance of maintaining customer relationship in de- veloping their business. The thesis also highlights the theoretical framework of customer loy- alty, customer retention, and relationship life cycle.
Qualitative and quantitative research methods were used in order to gather data and infor- mation on the commissioner company as well as other competitors and customers. Bench- marking and observation methods were used at peer businesses to study and compare perfor- mances with the commissioner company. In addition, in order to obtain information on the case company and its customers, an interview and a survey were implemented. The research was conducted from January to March 2020.
As a result, a relationship marketing plan was drawn up on basis of the studied theoretical background and research development process. The author produced three development plans regarding products, the service, and loyalty program. In order to create more diversity in the case company product line, new revamped products and a seasonal menu were sug- gested, which answer customer demand. Moreover, a new café layout is introduced, which provides more seats, tables, as well as reduce the confusion for customers when purchasing. Membership cards for loyal buyers with attractive rewards and several promotion programs for students and regular consumers are offered to enhance customer loyalty and business ac- tivities.