Designing new feedback mangement system Långvik

Abstract

This thesis is a design project on the field of feedback management, conducted for Långvik hotel. The purpose of this thesis is to recommend a new feedback management system for the hotel that can effectively recognize original reasons for customers’ returning decision. The new approach to feedback management is expected to generate a higher number of re- turned customers subsequent to the summer business peak. The literature review focuses on the connection between customer experience and feedback management. Much research has shown that the overall experience is the basis for creating customer loyalty. The good management of customer experiences starts with discovering what generates an experience for the customer and the quality of the experience reflected from customers’ perspectives, which can be measured through effective feedback collection. In the empirical study, the author provided a closer examination on hotel industry in Finland and identified possibility for innovations in the feedback management area. The study is con- tinued with qualitative method on a pre-assigned target customer group, using primary data from interviews with hotel guests and secondary data from online materials. Deductive rea- soning is employed to detect areas for improvement in the current feedback system of Långvik. The thesis is concluded with suggestions for new feedback system for the hotel regarding the metrics, questionnaire design, physical display of the feedback and essential synergy to im- plement the new system.