Maintaining customer loyalty : Developing services at Health Club Hukka
Peltola, Anna-Kaisa (2014)
Oulun ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-201405229445
http://urn.fi/URN:NBN:fi:amk-201405229445
Tiivistelmä
In the growing markets of today and excess variety of choice to customers, it is significant to companies to know how to maintain their clientele. The purpose of this thesis was to identify the key elements of customer loyalty. The case company Liikuntakeskus Hukka is a large and popular health club situated in Oulu, Finland. The health club wishes to develop its services in order to maintain the number of the existing male members with improved service. The initial interest towards this case company began with the author but the subject for the thesis was suggested by the case company as important and current information to the company could be gathered from the research.
The objective was to approach both existing and former male members to determine the reasons why they joined the health club; which needs were or were not satisfied; most and least important factors at the health club among the facilities, and sports and healthcare possibilities; and what were the main causes to resign the contract. According to the researched data, different segments were identified in the male members and conclusions on how to serve these segments better were drawn. This thesis aimed to explain the importance of customer service and customer satisfaction to customer loyalty of a business, as well as considering the theories of consumer behaviour and customer relationship management.
Quantitative research was used in the empirical part to gather enough data for reliable results in the form of a multiple-choice questionnaire sent by e-mail. Mainly closed questions were used to gain comparable answer with a few open-ended questions for receiving more precise feedback for the client company. Discussion of the theoretical part was based on printed and online publications.
The results were analysed and managerial implications were suggested to the case company in accordance with results. The main segments in male members were identified, and the strongest aspects and the key weaknesses of the health club were recognised by the survey. Health Club Hukka has a strong customer base of members since many years that are very loyal to the club mainly because of the variety of services offered and the atmosphere shared with friends.
The objective was to approach both existing and former male members to determine the reasons why they joined the health club; which needs were or were not satisfied; most and least important factors at the health club among the facilities, and sports and healthcare possibilities; and what were the main causes to resign the contract. According to the researched data, different segments were identified in the male members and conclusions on how to serve these segments better were drawn. This thesis aimed to explain the importance of customer service and customer satisfaction to customer loyalty of a business, as well as considering the theories of consumer behaviour and customer relationship management.
Quantitative research was used in the empirical part to gather enough data for reliable results in the form of a multiple-choice questionnaire sent by e-mail. Mainly closed questions were used to gain comparable answer with a few open-ended questions for receiving more precise feedback for the client company. Discussion of the theoretical part was based on printed and online publications.
The results were analysed and managerial implications were suggested to the case company in accordance with results. The main segments in male members were identified, and the strongest aspects and the key weaknesses of the health club were recognised by the survey. Health Club Hukka has a strong customer base of members since many years that are very loyal to the club mainly because of the variety of services offered and the atmosphere shared with friends.