KUOPIO CHRISTMAS MARKET 2021 : customer satisfaction research and development suggestions for Kuopion kaupunkikeskustan kehittämisyhdistys ry

Abstract

Need for development is constant and one way of researching development areas is looking into customer satisfaction. Thesis aims to find out development suggestions for Kuopion kaupunkikeskustan kehittämisyhdistys ry after its new event, Kuopio Christmas Market in December 2021. Research conducted of theoretical background and customer satisfaction research. Theoretical research introduced the client organisation, the event concept and the Kuopio Christmas Market itself. To research customer satisfaction, questionnaires for customers and salespersons were constructed with multiple creators. The questionnaires gave both quantitative and qualitative data for analysis. Other qualitative methods used in the research were communicating with the client organisation and working as a staff member at the event. Research gave proficient data for development suggestions. In conclusion, the research indicated that customer satisfaction was positive, but also negative. Based on the research, the Christmas Market event’s theme can be declared success. Research found development suggestions for Kuopion kaupunkikeskustan kehittämisyhdistys ry and they concluded of offering the Christmas Market’s visitors and salespersons more variety in product selection, longer opening hours and larger event size.