Cultivating customer advocacy by stimulating the most critical touchpoints : Case of ALSO Finland Ltd
Grönlund, Susanna (2012)
Grönlund, Susanna
Kemi-Tornion ammattikorkeakoulu Lapin ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201205229320
https://urn.fi/URN:NBN:fi:amk-201205229320
Tiivistelmä
This thesis focuses on touchpoint management and the objective is to cultivate customer advocacy by improving the most critical touchpoints between the case company and its customers. The objective of the research is to find out why resellers purchase from ALSO, and what touchpoints ALSO should improve to be able to meet its customers’ expectations and needs. The research questions for this thesis are as follows 1) How well the most critical touchpoints of ALSO’s HP team’s each module differ from its competitors? and 2) How is it possible to improve the most critical touchpoints to enable ALSO’s HP team to cultivate customer advocacy?
The methodology used in this thesis is based on quantitative and case study research methods. An online survey to resellers was implemented quantitatively. Action plan, which is created according to the results of the survey, follows the case study research method. The theoretical framework of the thesis is based on the theory of touchpoint management.
As a result of the research, the most critical touchpoints which differentiate ALSO from its competitors were found. The research also shows which touchpoints are recommendable to be improved to meet customers’ expectations.
As a conclusion, an action plan which improves the touchpoints is created. Objective of the action plan is to support ALSO to stimulate its touchpoints to be more competitive. Chapters 4 and chapter 5 are classified as confidential and therefore they are not published in their full length in the Library version. Appendices are not published in the Library version as well.
The methodology used in this thesis is based on quantitative and case study research methods. An online survey to resellers was implemented quantitatively. Action plan, which is created according to the results of the survey, follows the case study research method. The theoretical framework of the thesis is based on the theory of touchpoint management.
As a result of the research, the most critical touchpoints which differentiate ALSO from its competitors were found. The research also shows which touchpoints are recommendable to be improved to meet customers’ expectations.
As a conclusion, an action plan which improves the touchpoints is created. Objective of the action plan is to support ALSO to stimulate its touchpoints to be more competitive. Chapters 4 and chapter 5 are classified as confidential and therefore they are not published in their full length in the Library version. Appendices are not published in the Library version as well.