Customer Satisfaction and its Importance to Market-Leader Strategies; case: Vietnam Airlines, German branch
Tran, Thi Mai Phuong (2013)
Kajaanin ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201304144367
https://urn.fi/URN:NBN:fi:amk-201304144367
Tiivistelmä
The aim of this dissertation is to discover the importance of customer satisfaction to the market-leader strategies of Vietnam Airlines and simultaneously to measure customer satisfaction with the air-services of the business. Concerning the former research problem, the paper first mentioned the theories of market-leader strategies which were followed by an analysis to clarify the above-mentioned assumption. In order to address the second research problem, the author conducted a survey in which the form of direct interviews was used to collect customers’ evaluations.
In regard to the measurement of customer satisfaction, the theoretical part demonstrated the relationship between customer satisfaction, customer loyalty and business performance to specify the significant influences of customer satisfaction to the overall performance of business in revenue growth, share of customers and customer tenure. Additionally, the paper mentioned crucial theories resolving around customer satisfaction such as customer relationship management, two dimensions of customer loyalty and the assessment of the value of market segment to build right relationship with customers. In the empirical part of the research, the author utilized a quantitative method to collect customers’ evaluation on a 5-point rating scale. A qualitative method was also used with open-ended questions to discover reasons that lead to the rating decision of customers.
Based on the data results of the research, the dissertation aims to identify potential and existing problems in the air-services of Vietnam Airlines and simultaneously to provide the business practical solutions to improve customer satisfaction.
In regard to the measurement of customer satisfaction, the theoretical part demonstrated the relationship between customer satisfaction, customer loyalty and business performance to specify the significant influences of customer satisfaction to the overall performance of business in revenue growth, share of customers and customer tenure. Additionally, the paper mentioned crucial theories resolving around customer satisfaction such as customer relationship management, two dimensions of customer loyalty and the assessment of the value of market segment to build right relationship with customers. In the empirical part of the research, the author utilized a quantitative method to collect customers’ evaluation on a 5-point rating scale. A qualitative method was also used with open-ended questions to discover reasons that lead to the rating decision of customers.
Based on the data results of the research, the dissertation aims to identify potential and existing problems in the air-services of Vietnam Airlines and simultaneously to provide the business practical solutions to improve customer satisfaction.