Impact of customer satisfaction on customer loyalty in a small accounting firm
Rolig, Henna (2015)
Satakunnan ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015052610325
https://urn.fi/URN:NBN:fi:amk-2015052610325
Tiivistelmä
The purpose of the thesis was to study how customer satisfaction impacts on customer loyalty in small accounting firm and what is the relationship between customer satisfaction and loyalty. Main focus of the research was to determine how satisfied the customers are and how likely they are to stay or become loyal.
Primary data was collected by conducting a customer satisfaction survey and survey questionnaire was sent to 88 people. In total 41 responses were received and survey provided useful data for the accounting firm. Survey was conducted in April 2015 and data was analyzed the same month.
Research shows that there are many different factors that need to be taken in to account when researching customer loyalty. Only measuring customer satisfaction is not enough when trying to predict the future behavior of the customer. The findings in this research can be used when studying the customer loyalty in similar industries.
Primary data was collected by conducting a customer satisfaction survey and survey questionnaire was sent to 88 people. In total 41 responses were received and survey provided useful data for the accounting firm. Survey was conducted in April 2015 and data was analyzed the same month.
Research shows that there are many different factors that need to be taken in to account when researching customer loyalty. Only measuring customer satisfaction is not enough when trying to predict the future behavior of the customer. The findings in this research can be used when studying the customer loyalty in similar industries.