Sustainable customer relations with merchant customers for Pori Jazz 66 ry
Repo, Jaana (2013)
Satakunnan ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201304295482
https://urn.fi/URN:NBN:fi:amk-201304295482
Tiivistelmä
The purpose of this thesis is to improve customer relations between Pori Jazz 66 ry and their merchant customers. Client organization is Pori Jazz 66 ry, a non-profit association and one of the biggest jazz festivals in Europe.
Main point is to suggest an improved survey that could be conducted by sales representatives of Pori Jazz for its merchant customers, which is based on the GAP-analysis and SERVQUAL. Meaning of the survey is to bring more attention to service quality in those services that Pori Jazz offers to their merchant customers.
In addition, meaning of the cultural happenings is analyzed, in order to underline importance of such happenings like the festival of Pori Jazz.
Providing an analysis of the process of customer acquisition for Pori Jazz 66 ry, role of customer trust during negotiations and assessing potential risks that could be involved in cooperation between festival organization and merchant customers, are also topics of the thesis.
The theoretical section was collected by using various academic electronic journals, book by Zeithaml, Parasuraman and Berry; “Delivering quality service”, and applying theories such as customer segmentation and targeting. In addition to purely theoretical sources, my own experience in working at the Pori Jazz 66 ry and information acquired from close communication with merchant customers and management of the festival is used as an information source.
My personal work experience at the association is also included in the research part of the thesis, together with the suggestion for a survey for merchant customers.
Main point is to suggest an improved survey that could be conducted by sales representatives of Pori Jazz for its merchant customers, which is based on the GAP-analysis and SERVQUAL. Meaning of the survey is to bring more attention to service quality in those services that Pori Jazz offers to their merchant customers.
In addition, meaning of the cultural happenings is analyzed, in order to underline importance of such happenings like the festival of Pori Jazz.
Providing an analysis of the process of customer acquisition for Pori Jazz 66 ry, role of customer trust during negotiations and assessing potential risks that could be involved in cooperation between festival organization and merchant customers, are also topics of the thesis.
The theoretical section was collected by using various academic electronic journals, book by Zeithaml, Parasuraman and Berry; “Delivering quality service”, and applying theories such as customer segmentation and targeting. In addition to purely theoretical sources, my own experience in working at the Pori Jazz 66 ry and information acquired from close communication with merchant customers and management of the festival is used as an information source.
My personal work experience at the association is also included in the research part of the thesis, together with the suggestion for a survey for merchant customers.