Core customer satisfaction survey : case Mac Steel Co
Lehtomäki, Pauliina; Soukka, Anne (2005)
2005
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202605049110
https://urn.fi/URN:NBN:fi:amk-202605049110
Tiivistelmä
This bachelor thesis is a customer satisfaction research done för a subcontractor enterprise, Mac Steel Co. located in Kokkola, which operates in the metal industry. The idea for conducting this customer satisfaction survey was born when Mac Steel Co. offered the assignment during fall 2003. After getting acquainted with the topic, the customer satisfaction survey was conducted as a mail survey in April 2004. The aim of the survey was to find out the level of customer satisfaction among Mac Steel Co.' s core customers. After the survey was completed, the results were counted and analysed carefully. The overall aims of this thesis are to present the vital importance of customer satisfaction and to define what a core customer is.
The theory part of this thesis concentrates on information that supports the assignment given from Mac Steel Co. The theory part is based on Customer Relationship Management, customer satisfaction, and the importance of a company's core customers. To find the required material different sources have been used: literature related to the subject, information found on the Internet, and also personal knowledge. Additional information was gathered, for example about marketing, Customer Relationship Management (CRM), how companies deal with an unsatisfied customer, and on establishing a comprehensive customer database. Also, the Sales Manager of Mac Steel Co. was interviewed in order to receive reliable first hand information on the company' s operations.
There were seventeen core customer enterprises participating in the survey. Mac Steel Co. chose those seventeen customers according to their importance to the company. The chosen seventeen customers form the core customer group, as they bring in more then 80 per cent of Mac Steel Co's turnover. Following the theory part, this bachelor's thesis investigates and introduces the organization Mac Steel Co. as well as presents the customer satisfaction survey conducted more closely. In conclusion the closely analysed results are presented with the help of graphical tables and also a few suggestions for improvements are presented.
The theory part of this thesis concentrates on information that supports the assignment given from Mac Steel Co. The theory part is based on Customer Relationship Management, customer satisfaction, and the importance of a company's core customers. To find the required material different sources have been used: literature related to the subject, information found on the Internet, and also personal knowledge. Additional information was gathered, for example about marketing, Customer Relationship Management (CRM), how companies deal with an unsatisfied customer, and on establishing a comprehensive customer database. Also, the Sales Manager of Mac Steel Co. was interviewed in order to receive reliable first hand information on the company' s operations.
There were seventeen core customer enterprises participating in the survey. Mac Steel Co. chose those seventeen customers according to their importance to the company. The chosen seventeen customers form the core customer group, as they bring in more then 80 per cent of Mac Steel Co's turnover. Following the theory part, this bachelor's thesis investigates and introduces the organization Mac Steel Co. as well as presents the customer satisfaction survey conducted more closely. In conclusion the closely analysed results are presented with the help of graphical tables and also a few suggestions for improvements are presented.