Enhancing customer satisfaction at Mokka Market : implementing and evaluating service improvement strategies

Abstract

This thesis was commissioned by Mokka Market which is a Finnish international grocery store chain (i.e. offering products from around the world). The main goal of this study was to determine the level of customer satisfaction with their services and to discover ways to improve both service quality and to increase customer loyalty. Additionally, one of the key objectives of this study was to provide practical recommendations to support the ongoing service improvement process at Mokka Market and to help them be more competitive in the retail environment in Finland.

In terms of theory, customer satisfaction, service quality, and loyalty literature was used to develop the theoretical framework for this study. Included within this literature are service quality models, such as SERVQUAL; relationship marketing; continuous improvement; and digital customer engagement.

This study employed an empirical methodology that utilised a mixed-methods design involving a customer survey and short interviews with customers. Of the total number of surveys completed (n = 50), there were 43 complete responses provided, and a total of five customer interviews were completed with customers from Finland, Sri Lanka, Thailand, Turkey, and Ukraine. The results indicated that the customers were very satisfied with the helpfulness of the employees, the variety of products available, and the cleanliness of the store. Furthermore, the results also demonstrated that the Net Promoter Score (NPS) for Mokka Market was +65 indicating that there was strong customer loyalty to the organization.

Based upon the findings from the study, it was identified that the most important areas for improvement include providing more detailed product information, having a greater selection of fresh products available, and establishing a structured loyalty program for its customers.