Improving customer loyalty through a regular cus-tomer program : Case Onninen Oy
Savolainen, Teemu (2010)
Savolainen, Teemu
Tampereen ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010060911861
https://urn.fi/URN:NBN:fi:amk-2010060911861
Tiivistelmä
ABSTRACT
The objective of this thesis was to gather up to date information on the needs, wishes and values of small and medium-sized contractors, in order to comprehend customer value perception, purchase behavior and customer loyalty. The results of this qualitative research were reflected upon theory, to come up with improvement suggestions for the present regular customer program of Onninen. The revised program should lead to higher sales productivity, improved operating, overall profitability, increased customer loyalty and satisfaction.
The theory which the empirical research was reflected upon comprised of customer loyalty and how to improve it through customer loyalty schemes, business processes and other management tools. Customer Relationship Management (CRM) is discussed among customer loyalty, maximizing retention and enhancing marketing efforts and service/product quality.
Due to the sensitivity of the research material and current operations of the client, the case-section is restricted according to the confidentiality agreement signed by the writer, Tampere University of Applied Sciences and the client. The public version will only consist of theory and common information which is available to the general audience.
The objective of this thesis was to gather up to date information on the needs, wishes and values of small and medium-sized contractors, in order to comprehend customer value perception, purchase behavior and customer loyalty. The results of this qualitative research were reflected upon theory, to come up with improvement suggestions for the present regular customer program of Onninen. The revised program should lead to higher sales productivity, improved operating, overall profitability, increased customer loyalty and satisfaction.
The theory which the empirical research was reflected upon comprised of customer loyalty and how to improve it through customer loyalty schemes, business processes and other management tools. Customer Relationship Management (CRM) is discussed among customer loyalty, maximizing retention and enhancing marketing efforts and service/product quality.
Due to the sensitivity of the research material and current operations of the client, the case-section is restricted according to the confidentiality agreement signed by the writer, Tampere University of Applied Sciences and the client. The public version will only consist of theory and common information which is available to the general audience.