Building engagement with Nokia customers by achieving customer satisfaction
Irfan, Marriam (2020)
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This thesis work investigates the factors contributing to satisfaction and dissatisfaction of Nokia’s private wireless network solution currently. And understand how Nokia can build engagement with their customers in the future. With several financial benefits customer engagement is a desirable state of satisfied customers who not only stick with the brand but also recommend the brand to others. In this context, the literature review focused on variables which has strong influence on overall customer satisfaction such as customer experience, service quality and co-creation of value delivered during customers purchase journey. In addition, literature review also explores the process of building customers’ engagement with a brand by delivering to customer expectations and needs. Customer engagement is an iterative process, customers go through several stages starting from interaction, satisfaction, retention, commitment, brand recommendation and engagement. A qualitative approach was taken for this study and in-depth interviews were conducted with six Finnish customers. The study results show that customers current industrial automation needs are met with the solution. However, customers expect to have 5G capabilities in the solution in future. Customers are currently also satisfied with the performance level of the solution but suggested improvements in customer portal, network service quality and communication process in the future to be able to deliver to their expectations. Customer value the opportunity for co-creation and customization of solution to their needs. In addition, customer has strong emotional affiliation and trust with Nokia’s brand.