How to make happier customers with quality e-service? : Case study “Improving Kela’s advice and discussion forum for families online”
Liesivesi, Heidi (2014)
Arcada - Nylands svenska yrkeshögskola
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In this Master Thesis the aim was to find the elements that create quality customer service online and improve Kela’s (The Social Security Institution of Finland) discussion and advice forum, Kela-Kerttu, with the research findings as a case study. The research was carried out with a theoretical literature review and a questionnaire targeted to families using Kela-Kerttu service. Theories observed in the thesis were discussing e-service quality with key elements attached. Also service design methods and e-service quality conceptual model were introduced as frameworks for developing phase. The online questionnaire carried out in Suomi24.fi in spring 2013 gave 425 responses. The results showed that customers were giving feedback on the same elements that theory was pointing out. The customers valued the most reliable, detailed and personal responses which were provided fast enough. They valued professional service attached to a reliable brand. They were seeking a possibility to have personal one-to-one message service and were requiring better usability concerning information searching. The research findings were reflected to organization’s strategy on developing e-services further and removing the service location from Suomi24.fi to kela.fi.