The service experience of webinars: a case study of Opinahjo
Määttä, Salla (2015)
Määttä, Salla
Laurea-ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505107187
https://urn.fi/URN:NBN:fi:amk-201505107187
Tiivistelmä
Opinahjo is a recently established, small-sized Finnish company, which is based in Espoo and which offers educational services for business customers. The company published a new webinar service approximately a year ago that soon became the main service offered by the company. Webinar is a live online seminar that the participants follow through their computer, mobile smart phone or tablet PC without being physically present at the seminar. The aim of the thesis project was to study the service experience of webinars from the customer’s point of view and to determine possible ways to improve the service experience.
The knowledge base of the thesis report focuses on the analysis of customer experience and customer satisfaction, and describes the webinar service. Customer experience research was conducted among potential customers who were offered an opportunity to participate in a webinar and in return asked to complete a questionnaire. The participants were contacted directly via e-mail and the questionnaire was filled in online. Quantitative research methods were utilized in the research. The results were analyzed by cross tabulating and chi-squaring the data to find out the dependence of the variables.
According to the results, the customer’s age and the level of customer satisfaction are de-pendent on each other. Customers aged 21 to 32 years are most satisfied with webinar semi-nars. Educational webinar seminars have a great business potential, since the target customers’ willingness to join educational seminars is higher than their current participation level. Customers prefer webinars over the traditional contact lectures due to the time and cost sav-ing benefits of webinars. The subject matter of the webinar is an important aspect when the customer makes a decision to purchase the service. The preferred time to join webinars is in the morning or midday and the aspect that could be researched more thoroughly is the pricing model of the webinars.
The knowledge base of the thesis report focuses on the analysis of customer experience and customer satisfaction, and describes the webinar service. Customer experience research was conducted among potential customers who were offered an opportunity to participate in a webinar and in return asked to complete a questionnaire. The participants were contacted directly via e-mail and the questionnaire was filled in online. Quantitative research methods were utilized in the research. The results were analyzed by cross tabulating and chi-squaring the data to find out the dependence of the variables.
According to the results, the customer’s age and the level of customer satisfaction are de-pendent on each other. Customers aged 21 to 32 years are most satisfied with webinar semi-nars. Educational webinar seminars have a great business potential, since the target customers’ willingness to join educational seminars is higher than their current participation level. Customers prefer webinars over the traditional contact lectures due to the time and cost sav-ing benefits of webinars. The subject matter of the webinar is an important aspect when the customer makes a decision to purchase the service. The preferred time to join webinars is in the morning or midday and the aspect that could be researched more thoroughly is the pricing model of the webinars.