Marketing Spa Services More Effectively to a Younger Audience Using Service Design
Heikkinen, Niki (2022)
Heikkinen, Niki
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022121328353
https://urn.fi/URN:NBN:fi:amk-2022121328353
Tiivistelmä
This thesis was written as part of the Bachelor of Business Administration degree at Kajaani University of
Applied Sciences. The purpose was to improve the customer journey and marketing of the client, Kiannon
Kuohut Virkistyskylpylä, a spa located in Suomussalmi, Finland.
The aim was to attract more young people to use their services after the commissioning party noticed a
lack of customers from that demographic group. The goal was to create a customer satisfaction survey
aimed at the target audience to understand their concerns with the service. The survey was a mix of quantitative and qualitative questions to receive improvement ideas for the service design of the spa. The survey
was conducted between 3.10.2022-17.10.2022.
The theoretical part consists of definitions of service design and a service design toolkit designed as a project by Jyväskylä University of Applied Sciences. In addition, the responses from the survey were placed
into the theoretical framework of a service design toolkit to improve the spa experience for young people.
Improvement suggestions were devised with the service design toolkit for the spa to use if they want to
renew parts of their service to improve the customer experience for young people, which was the aim of
this thesis.
Applied Sciences. The purpose was to improve the customer journey and marketing of the client, Kiannon
Kuohut Virkistyskylpylä, a spa located in Suomussalmi, Finland.
The aim was to attract more young people to use their services after the commissioning party noticed a
lack of customers from that demographic group. The goal was to create a customer satisfaction survey
aimed at the target audience to understand their concerns with the service. The survey was a mix of quantitative and qualitative questions to receive improvement ideas for the service design of the spa. The survey
was conducted between 3.10.2022-17.10.2022.
The theoretical part consists of definitions of service design and a service design toolkit designed as a project by Jyväskylä University of Applied Sciences. In addition, the responses from the survey were placed
into the theoretical framework of a service design toolkit to improve the spa experience for young people.
Improvement suggestions were devised with the service design toolkit for the spa to use if they want to
renew parts of their service to improve the customer experience for young people, which was the aim of
this thesis.