Customer Satisfaction as a Driver of Profitability and Loyalty:A Case Study of Vapiano Mikonkatu, Helsinki
Panvilathanne, Balasuriyalage Samadi Thathsarani; Stanley, Andrea (2025)
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025081823984
https://urn.fi/URN:NBN:fi:amk-2025081823984
Tiivistelmä
This thesis aims to investigate the relationship among customer satisfaction, customer loyalty, and profitability within the fast-casual dining industry, utilizing Vapiano Mikonkatu in Helsinki as both the commissioner and case study. In a restaurant market that is becoming more competitive, it is important to understand how satisfaction leads to repeat business and long-term success. The main goal is to find out how different aspects of service quality affect customer satisfaction, and how this, in turn, helps build customer loyalty and long-term profitability.
The research is based on two main theoretical frameworks: the Customer Loyalty Pyramid and the SERVQUAL model. The SERVQUAL model gives you a structured way to measure service quality in five areas: reliability, responsiveness, assurance, empathy, and tangibles. The Customer Loyalty Pyramid shows how loyalty grows over time and how it affects business performance.
A quantitative research methodology was utilized, using structured surveys given to customers of Vapiano Mikonkatu. The collected data were analyzed to pinpoint the principal service quality factors affecting satisfaction and loyalty. The results showed that good food, easy-to-use self-service systems, and a comfortable dining environment were all important factors in making customers happy and getting them to come back.
The thesis gives Vapiano Mikonkatu useful suggestions, such as making service better during busy times, improving order notification systems, adding more seasonal and customizable menu items, and switching to a points-based loyalty program. These strategies are meant to get customers more involved, keep them longer, and make more money in the long run.
The research is based on two main theoretical frameworks: the Customer Loyalty Pyramid and the SERVQUAL model. The SERVQUAL model gives you a structured way to measure service quality in five areas: reliability, responsiveness, assurance, empathy, and tangibles. The Customer Loyalty Pyramid shows how loyalty grows over time and how it affects business performance.
A quantitative research methodology was utilized, using structured surveys given to customers of Vapiano Mikonkatu. The collected data were analyzed to pinpoint the principal service quality factors affecting satisfaction and loyalty. The results showed that good food, easy-to-use self-service systems, and a comfortable dining environment were all important factors in making customers happy and getting them to come back.
The thesis gives Vapiano Mikonkatu useful suggestions, such as making service better during busy times, improving order notification systems, adding more seasonal and customizable menu items, and switching to a points-based loyalty program. These strategies are meant to get customers more involved, keep them longer, and make more money in the long run.