CUSTOMER SATISFACTION RESEARCH OF JINHUA MAOYANG KNITTING CO., LTD
Zhong, Chunxia (2013)
Kymenlaakson ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2013052811284
http://urn.fi/URN:NBN:fi:amk-2013052811284
Tiivistelmä
Customer satisfaction is closely connected with a company’s success possibility now and in the future. It is acknowledged that with higher customer satisfaction level, a company could retain its customers maximally and sustain competitive advantages as well as build up customer retention and loyalty gradually in the long run.
The main objective of this thesis was to investigate the performance of the case company and provide relevant recommendations how to improve its customer satisfaction level. The research method employed in the study is quantitative survey, which is carried out in the form of questionnaires. The questionnaire was designed according to the customer satisfaction elements to detect research questions.
The main findings from the questionnaires indicate that Maoyang should have concentrated on improving its performance by delivering superior products and services based on customers’ specific expectations and preferences to pursue higher level of customer satisfaction. Some recommendations, e.g. expanding business range, broadening product distribution and highlighting promotions, have been concluded in the light of the research results.
The main objective of this thesis was to investigate the performance of the case company and provide relevant recommendations how to improve its customer satisfaction level. The research method employed in the study is quantitative survey, which is carried out in the form of questionnaires. The questionnaire was designed according to the customer satisfaction elements to detect research questions.
The main findings from the questionnaires indicate that Maoyang should have concentrated on improving its performance by delivering superior products and services based on customers’ specific expectations and preferences to pursue higher level of customer satisfaction. Some recommendations, e.g. expanding business range, broadening product distribution and highlighting promotions, have been concluded in the light of the research results.