Improving the Customer Service Level through efficient Business-to-Business Marketing Communication
Murad, J M Tuhidul Haque (2009)
Murad, J M Tuhidul Haque
Laurea-ammattikorkeakoulu
2009
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-200911306511
https://urn.fi/URN:NBN:fi:amk-200911306511
Tiivistelmä
The purpose of this thesis was to analyze the current satisfaction level of OLDI’s business-to-business retail customer services and improving the level of customer services in the electronics business through efficient business-to-business marketing communication. Therefore the main objective of the study was to discover ways to improve the business-to-business marketing communications and to increase the level of OLDI’s retail customer services. Another purpose was to investigate whether OLDI has been successful in its business-to-business marketing communications and its customers’ satisfaction level.
OLDI (OLEG & DIMA) is one of the leading IT companies in Russia, with 3,500 regional dealers, 2500 highly skilled professionals and 25,000 square meters of logistics area. The main business operation is to distribute computer equipment, peripherals and office equipment.
The theoretical section of the thesis concentrates on customer service, marketing strategy, business-to-business marketing communication, integrated marketing communication strategy and marketing communication mix. The data for the theoretical section was collected from literature and internet sources. The empirical section was conducted by interviewing the case company’s vice president, employees and also by sending a questionnaire to OLDI’s retail customers and telephone interviews.
This research was conducted by using a combination of quantitative and qualitative research method with the emphasis on quantitative method. The questionnaire was conducted with fours sections and each section contained multiple-choice questions and open questions. Information was also collected from OLDI’s annual reports, webpage and the vice president of the company. This research concerned the frequency of participation in OLDI’s business-to-business marketing communications, customers’ opinion on the successfulness of OLDI’s business-to-business marketing communications. In addition, it also concentrates on the satisfaction level of OLDI’s customer service. The research concluded that OLDI has been able to be successful in its business-to-business marketing communication tools, and its customer service also has been able to satisfy its customers.
OLDI (OLEG & DIMA) is one of the leading IT companies in Russia, with 3,500 regional dealers, 2500 highly skilled professionals and 25,000 square meters of logistics area. The main business operation is to distribute computer equipment, peripherals and office equipment.
The theoretical section of the thesis concentrates on customer service, marketing strategy, business-to-business marketing communication, integrated marketing communication strategy and marketing communication mix. The data for the theoretical section was collected from literature and internet sources. The empirical section was conducted by interviewing the case company’s vice president, employees and also by sending a questionnaire to OLDI’s retail customers and telephone interviews.
This research was conducted by using a combination of quantitative and qualitative research method with the emphasis on quantitative method. The questionnaire was conducted with fours sections and each section contained multiple-choice questions and open questions. Information was also collected from OLDI’s annual reports, webpage and the vice president of the company. This research concerned the frequency of participation in OLDI’s business-to-business marketing communications, customers’ opinion on the successfulness of OLDI’s business-to-business marketing communications. In addition, it also concentrates on the satisfaction level of OLDI’s customer service. The research concluded that OLDI has been able to be successful in its business-to-business marketing communication tools, and its customer service also has been able to satisfy its customers.