Determining Customer Value : a case study of Hertsi shopping centre
Rautio, Leena Jennika (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021122090209
https://urn.fi/URN:NBN:fi:amk-2021122090209
Tiivistelmä
The main goal of this thesis project was to provide the company, Hertsi shopping centre, with a greater understanding of the values of their visitors and customers. The thesis defines the core reasons and values that the customers rely on when making decisions, and examines the aspects that make Hertsi an inviting shopping centre. The thesis also concentrates on determining which customers most frequently visit the shopping centre Hertsi, in terms of location and age group, and attempts to define the habits which leads customers to choose Hertsi as their daily shopping centre.
Knowing what a customer values is imperative for the success of a company. In the theoretical section the benefits of understanding customer values are explained in detail, as well as how they can be determined. The ability to pinpoint what customers value most, gives companies the ability to focus on those aspects or areas, as well as moving their focus away from aspects that a customer does not see much value in, and in this way allowing the company to release resources from unnecessary areas in their marketing or business plan. In other words, understanding what customers value can create profitability for the company, both by refocusing attention to better valued aspects, as well as increasing the value a customer perceives.
Customer value measurement was conducted with the use of a survey, which was distributed via online to gain easiest access to large a quantity of customers. The survey was quantitative rather than qualitative, in order to measure and compare the answers more closely with each other. The intention was also to create a survey which can be used again to measure if the customer values have shifted from previously collected data. Most of the questions in the survey offer options to choose from, but with a few open questions in order to give the customer the chance to better voice their opinions.
The results of the survey indicated that the customers of the shopping centre Hertsi had a positive view of the company. It was discovered that on average the customers valued efficiency and ability to conduct their shopping in a timely manner. The company received feedback on what the customers value in shopping centres in general, as well as how they are viewed. The results and wishes of the customers were shared with the company in order to create applicable new ideas and approaches.
Knowing what a customer values is imperative for the success of a company. In the theoretical section the benefits of understanding customer values are explained in detail, as well as how they can be determined. The ability to pinpoint what customers value most, gives companies the ability to focus on those aspects or areas, as well as moving their focus away from aspects that a customer does not see much value in, and in this way allowing the company to release resources from unnecessary areas in their marketing or business plan. In other words, understanding what customers value can create profitability for the company, both by refocusing attention to better valued aspects, as well as increasing the value a customer perceives.
Customer value measurement was conducted with the use of a survey, which was distributed via online to gain easiest access to large a quantity of customers. The survey was quantitative rather than qualitative, in order to measure and compare the answers more closely with each other. The intention was also to create a survey which can be used again to measure if the customer values have shifted from previously collected data. Most of the questions in the survey offer options to choose from, but with a few open questions in order to give the customer the chance to better voice their opinions.
The results of the survey indicated that the customers of the shopping centre Hertsi had a positive view of the company. It was discovered that on average the customers valued efficiency and ability to conduct their shopping in a timely manner. The company received feedback on what the customers value in shopping centres in general, as well as how they are viewed. The results and wishes of the customers were shared with the company in order to create applicable new ideas and approaches.