Development Plan for Marketing and Customer Experience of a Hostel Bar
Hokkanen, Mea (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120532958
https://urn.fi/URN:NBN:fi:amk-2025120532958
Tiivistelmä
This thesis was commissioned by CheapSleep Hostel Helsinki to develop its hostel bar services. The idea for this thesis arose from the need to develop the over two-year-old bar of the hostel into a more pleasant customer experience. Enhancing the customer experience alone was not enough, as customers also need a way to reach the hostel. Therefore, the need for marketing development suggestions emerged.
This thesis was based on quantitative research, and the research method used was an anonymous online questionnaire. The questionnaire was used to gather information from the hostel bar’s customers. The aim was to obtain insights from the customers themselves on how they experienced their visit to the bar. Based on their experiences, the results show which parts of the customer experience and customer journey require developed.
The theoretical framework of the thesis explains the main concepts of the work. These concepts include customer profile and journey, marketing, and customer experience. The thesis focuses on developing the touchpoints of marketing as well as the customer experience and interaction at the bar itself. Other parts of the customer journey are not examined.
The anonymous online questionnaire was implemented by providing a QR code at the bar counter. After making a purchase, customers could complete the questionnaire and thus participate. No personal data was collected, and participation was voluntary. The link for the questionnaire was also posted on the commissioning company’s Instagram and Facebook channels. It appeared in the “stories” section, where it remained available to the public for 24 hours. The QR code was on display for 12 consecutive days from November 7 to November 19.
The questionnaire was completed by 44 respondents, who have provided numerous ideas for developing the bar services. The most notable development ideas include improving the digital marketing on social media, expanding to new online resources such as event sharing websites, atmosphere with more suitable lighting and seating, improving staff interaction with customers and staff training in bar services, and offering a wider selection of products for customers to enjoy.
This thesis was completed independently and in accordance with the guidelines for responsible conduct of research issued by the Finnish National Board on Research Integrity. All sources of information were properly cited, and no part of this thesis has been plagiarized.
This thesis was based on quantitative research, and the research method used was an anonymous online questionnaire. The questionnaire was used to gather information from the hostel bar’s customers. The aim was to obtain insights from the customers themselves on how they experienced their visit to the bar. Based on their experiences, the results show which parts of the customer experience and customer journey require developed.
The theoretical framework of the thesis explains the main concepts of the work. These concepts include customer profile and journey, marketing, and customer experience. The thesis focuses on developing the touchpoints of marketing as well as the customer experience and interaction at the bar itself. Other parts of the customer journey are not examined.
The anonymous online questionnaire was implemented by providing a QR code at the bar counter. After making a purchase, customers could complete the questionnaire and thus participate. No personal data was collected, and participation was voluntary. The link for the questionnaire was also posted on the commissioning company’s Instagram and Facebook channels. It appeared in the “stories” section, where it remained available to the public for 24 hours. The QR code was on display for 12 consecutive days from November 7 to November 19.
The questionnaire was completed by 44 respondents, who have provided numerous ideas for developing the bar services. The most notable development ideas include improving the digital marketing on social media, expanding to new online resources such as event sharing websites, atmosphere with more suitable lighting and seating, improving staff interaction with customers and staff training in bar services, and offering a wider selection of products for customers to enjoy.
This thesis was completed independently and in accordance with the guidelines for responsible conduct of research issued by the Finnish National Board on Research Integrity. All sources of information were properly cited, and no part of this thesis has been plagiarized.