Business customer satisfaction : Case: Kultasuklaa
Ingström, Juho (2011)
Laurea-ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011112815980
https://urn.fi/URN:NBN:fi:amk-2011112815980
Tiivistelmä
This thesis researches business customer satisfaction and the customer’s perceived image of a chocolate manufacturer, Kultasuklaa, to find solutions for how these could be developed and managed better. Kultasuklaa manufactures chocolate in many shapes and tastes, confectionery, marmalade, custom-made chocolate figures and customises chocolates for different occasions and business gifts. Examples of these customised chocolates include a life-sized, mobile phone copy of a Nokia 2110 model phone made for Nokia.
There was a need to know how satisfied the company’s business customers were and to see if there were any obvious points of development in their services or products. The research for this thesis was done through a structured quantitative questionnaire, which was conducted by telephone during March 2010 by the author.
The author of this thesis has worked with the company as a temporary worker and created a good relationship with the company, hence the idea of writing a thesis for Kultasuklaa. Having a good relationship with the company representatives proved to be an asset when interviewing them for this thesis.
In the theoretical section, the thesis discusses customer satisfaction, business-to-business buying motives, sales strategies, customer relationship management, quality, and the impact of corporate image on buying behaviour. Most of the information is derived from the literature, but also multiple informal interviews with the company representatives were conducted.
Before, during and after the thesis the author will continue to work closely with Kultasuklaa, consulting them as an external assistant on marketing-related matters and also producing marketing material.
There was a need to know how satisfied the company’s business customers were and to see if there were any obvious points of development in their services or products. The research for this thesis was done through a structured quantitative questionnaire, which was conducted by telephone during March 2010 by the author.
The author of this thesis has worked with the company as a temporary worker and created a good relationship with the company, hence the idea of writing a thesis for Kultasuklaa. Having a good relationship with the company representatives proved to be an asset when interviewing them for this thesis.
In the theoretical section, the thesis discusses customer satisfaction, business-to-business buying motives, sales strategies, customer relationship management, quality, and the impact of corporate image on buying behaviour. Most of the information is derived from the literature, but also multiple informal interviews with the company representatives were conducted.
Before, during and after the thesis the author will continue to work closely with Kultasuklaa, consulting them as an external assistant on marketing-related matters and also producing marketing material.