Enhancing the Logistics of Case Company for Improved Customer Experience
Henttinen, Jonna (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202305037293
https://urn.fi/URN:NBN:fi:amk-202305037293
Tiivistelmä
Logistics strategy plays a crucial role in ensuring customer satisfaction and maintaining a company’s marker position in today’s rapid and highly competitive business environment. The purpose of this thesis is to investigate the current situation of the case company’s logistics and explore the ways to develop its logistics strategy to improve customer experience. The case company is globally one of the leaders in its branch. The research questions are focused on the current state of logistics in Europe, the biggest challenges in the supply chains and ways to overcome them from the customer service personnel’s standpoint.
The theoretical framework used for this study focused on logistics strategy, global logistical problems, supply chain management, and customer experience. The study used a qualitative research approach, using interviews to collect primary data from the case company’s customer service centers’ personnel. The data was analysed using thematic analysis to identify common themes and patterns.
The findings revealed that there a several challenges facing the case company’s logistics, including discrepancies in delivery accuracy, lack of internal communication, and the need for up-to-date technology. The study also found that there is a strong desire among end-customers for reliable delivery times and accurate tracking information. To address these challenges and better meet customer expectations, the study recommends that the case company should align its stock management systems, investigate the causes for unreliable delivery times, and to work more closely with its customer service department to gather feedback from customers, incorporating their ideas into its logistics strategy.
In conclusion, this thesis provides valuable insights into the logistics challenges the case company faces and offers practical recommendations to enhance its logistics strategy to tighten customer trust. The findings of this study can be used by the case company and other companies dealing with similar challenges to improve their logistics strategy and stay competitive in the marketplace.
The theoretical framework used for this study focused on logistics strategy, global logistical problems, supply chain management, and customer experience. The study used a qualitative research approach, using interviews to collect primary data from the case company’s customer service centers’ personnel. The data was analysed using thematic analysis to identify common themes and patterns.
The findings revealed that there a several challenges facing the case company’s logistics, including discrepancies in delivery accuracy, lack of internal communication, and the need for up-to-date technology. The study also found that there is a strong desire among end-customers for reliable delivery times and accurate tracking information. To address these challenges and better meet customer expectations, the study recommends that the case company should align its stock management systems, investigate the causes for unreliable delivery times, and to work more closely with its customer service department to gather feedback from customers, incorporating their ideas into its logistics strategy.
In conclusion, this thesis provides valuable insights into the logistics challenges the case company faces and offers practical recommendations to enhance its logistics strategy to tighten customer trust. The findings of this study can be used by the case company and other companies dealing with similar challenges to improve their logistics strategy and stay competitive in the marketplace.