Marketing Strategies to Enhance Brand Awareness and Customer Satisfaction: Wellness Center at Savonia University of Applied Sciences
Memarian, Tanin (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052013503
https://urn.fi/URN:NBN:fi:amk-2024052013503
Tiivistelmä
The aim of the thesis was to conduct a comprehensive analysis of marketing strategies to enhance brand awareness of the Wellness Center of Savonia University of Applied Sciences and to improve customer satisfaction with their services. The objective of this research was to evaluate the current level of awareness of the Wellness Center and identify potential areas for improvement. This study was prompted by the Wellness Center's aim to improve its visibility and interaction with the university community, based on its foundational role in fostering practical learning and community health services.
A quantitative research approach was employed, including surveys and observational studies among the university's staff and students. Data from 60 respondents were analyzed to assess the level of brand awareness and the extent of service utilization.
The research results revealed that while brand awareness is relatively high, actual engagement and utilization of the Wellness Center's services could be more optimal, indicating a significant opportunity for strategic im-provements in marketing to bridge the gap between awareness and utilization. The study proposes enhance-ments in targeted marketing efforts and suggests that the Wellness Center could benefit from a more precise definition of strategic marketing goals based on these insights. Possible directions for further development include enhancing digital marketing strategies and fostering a more integrated approach to internal and interactive marketing to boost customer engagement and satisfaction. This thesis contributes to the broader academic understanding of service marketing, providing a basis for future research and practical enhancements in similar institutional contexts.
A quantitative research approach was employed, including surveys and observational studies among the university's staff and students. Data from 60 respondents were analyzed to assess the level of brand awareness and the extent of service utilization.
The research results revealed that while brand awareness is relatively high, actual engagement and utilization of the Wellness Center's services could be more optimal, indicating a significant opportunity for strategic im-provements in marketing to bridge the gap between awareness and utilization. The study proposes enhance-ments in targeted marketing efforts and suggests that the Wellness Center could benefit from a more precise definition of strategic marketing goals based on these insights. Possible directions for further development include enhancing digital marketing strategies and fostering a more integrated approach to internal and interactive marketing to boost customer engagement and satisfaction. This thesis contributes to the broader academic understanding of service marketing, providing a basis for future research and practical enhancements in similar institutional contexts.