Means of Reactivating Idle Customers : Case Study of E-Ville.com Distribution Oy
Vesa, Hanna (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121626352
https://urn.fi/URN:NBN:fi:amk-2021121626352
Tiivistelmä
Customer loyalty is crucial to every successful organization. Consumers have more choices than ever before and there is a lot of competition. Therefore, having loyal customers is beneficial to any and every organization. The thesis examines the theory of customer loyalty, and how customer satisfaction is linked to customer loyalty. Customer expectations are one way to create customer loyalty, which is discussed in the thesis. The research was focused on the customer database of E-Ville.com Distribution Ltd.
Framework by Zineldin on five quality dimensions that impact customer satisfaction and loyalty is explained and the theory is implemented in the research phase. The research done was an online survey that included both quantitative and qualitative questions. The online survey was sent out to customers who had not made a purchase from E-Ville.com in the last 6-24 months. For this step, the company's customer database was used. Theory by Stauss and Friege on five distinct categories of defectors; intentionally pushed away, unintentionally pushed away, pulled away, bought away, and moved away, was used in the research phase.
The thesis aimed to answer the question: “How to reactivate idle customers?”. In the conclusion, the results of the online survey are analyzed and used to answer the research question.
Framework by Zineldin on five quality dimensions that impact customer satisfaction and loyalty is explained and the theory is implemented in the research phase. The research done was an online survey that included both quantitative and qualitative questions. The online survey was sent out to customers who had not made a purchase from E-Ville.com in the last 6-24 months. For this step, the company's customer database was used. Theory by Stauss and Friege on five distinct categories of defectors; intentionally pushed away, unintentionally pushed away, pulled away, bought away, and moved away, was used in the research phase.
The thesis aimed to answer the question: “How to reactivate idle customers?”. In the conclusion, the results of the online survey are analyzed and used to answer the research question.