Customer Satisfaction of the Finnish Mobile Operator DNA
Nurminen, Joni (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121437221
https://urn.fi/URN:NBN:fi:amk-2023121437221
Tiivistelmä
DNA Plc. is a telecommunication company that has served around Finland since 2000. The company has provided mobile operation and network services and distributed digital devices around these services. Three research findings between 2020-2023 relating to DNA showed conflict where the company has succeeded. In contrast, in some cases, it has lost to Finnish mobile network operating competitors in terms of customer satisfaction. The study aimed to find faults in the current strategy, and ways to engage with potential buyers.
Quantitative data was used primarily to evaluate the brand’s status from its competitors and service improvement through a survey. Qualitative data was based on marketing theories which were then used as part of the survey and evaluation options. Theories in-volved customer satisfaction and loyalty, push- and pull marketing through online and offline channels, and buyer behavior in the present and the future. SWOT analysis and evaluation matrix were implemented for research findings.
As a result, it was found that mobile network operators all have pros and cons where the case company needs few improvements in the service quality.
Quantitative data was used primarily to evaluate the brand’s status from its competitors and service improvement through a survey. Qualitative data was based on marketing theories which were then used as part of the survey and evaluation options. Theories in-volved customer satisfaction and loyalty, push- and pull marketing through online and offline channels, and buyer behavior in the present and the future. SWOT analysis and evaluation matrix were implemented for research findings.
As a result, it was found that mobile network operators all have pros and cons where the case company needs few improvements in the service quality.