The current status of customer retention at Easy Fit, and ways to improve it in the future
Kokkonen, Aino (2015)
Yrkeshögskolan Arcada
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015111316378
https://urn.fi/URN:NBN:fi:amk-2015111316378
Tiivistelmä
This thesis investigates the customer retention of the company called Easy Fit. Two sets of methods are utilised, in order to answer the research question: customer data analysis and a customer survey. The investigation is limited to six Easy Fit centres around Finland.
The focus is on the current status of customer retention, which is examined based on the customer data. This part includes the average customer lifespan, attendance patterns, and the customer retention rate. The future prospects are resolved by studying the customers’ demands, and ways to respond to them.
The average customer lifespan is calculated for both present customers and the past customers, who have terminated their membership contract within the past year. The attendance statistics focuses on the high risk customers, who are the ones that are most likely to churn. Customer retention rate describes numerically the situation of the customer retention. Customer survey is used as a method of mapping the customers’ demands, and the results are analysed by comparing the customer data to the answers of the survey. By responding to the customers’ needs, it is possible to improve the current status of the customer retention, and therefore enhance the profitability of the company.
The focus is on the current status of customer retention, which is examined based on the customer data. This part includes the average customer lifespan, attendance patterns, and the customer retention rate. The future prospects are resolved by studying the customers’ demands, and ways to respond to them.
The average customer lifespan is calculated for both present customers and the past customers, who have terminated their membership contract within the past year. The attendance statistics focuses on the high risk customers, who are the ones that are most likely to churn. Customer retention rate describes numerically the situation of the customer retention. Customer survey is used as a method of mapping the customers’ demands, and the results are analysed by comparing the customer data to the answers of the survey. By responding to the customers’ needs, it is possible to improve the current status of the customer retention, and therefore enhance the profitability of the company.