BUILDING CUSTOMER LOYALTY THROUGH IMPROVING SERVICE QUALITY- CASE: PIZZA BRAVO, KOUVOLA, FINLAND.
Nguyen Linh, Phuong; Do Thu, May (2012)
Nguyen Linh, Phuong
Do Thu, May
Kymenlaakson ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012103114782
https://urn.fi/URN:NBN:fi:amk-2012103114782
Tiivistelmä
Apparently, customer loyalty is regarded as one of the most crucial factors or “key performance indicators” for any business in general to exist and stay consolingly in the competitive business world. Furthermore, due to the contentment and good service quality, the corporation could retain the faithfulness from its consumers. As a result, the objective of this thesis is to widen a better scope of customer loyalty and how it can be obtained through good service quality.
The theoretical framework of the study is related to two main theories of “customer loyalty” and “service quality”. The empirical research is set up by using both quantitative and qualitative methods. It includes an in-depth interview and questionnaire survey in the procedure of exploring and analysing customer satisfaction feedback for the case organization.
The findings show that most of the customers felt satisfied with Pizza Bravo’s goods and services. An adequate sample of customer loyalty programme which consists of automatic rewards and discount vouchers as core schemes and surprised, delighted birthdays as layered ones is suggested for Pizza Bravo to bring in more revenues and procure the customer loyalty.
The theoretical framework of the study is related to two main theories of “customer loyalty” and “service quality”. The empirical research is set up by using both quantitative and qualitative methods. It includes an in-depth interview and questionnaire survey in the procedure of exploring and analysing customer satisfaction feedback for the case organization.
The findings show that most of the customers felt satisfied with Pizza Bravo’s goods and services. An adequate sample of customer loyalty programme which consists of automatic rewards and discount vouchers as core schemes and surprised, delighted birthdays as layered ones is suggested for Pizza Bravo to bring in more revenues and procure the customer loyalty.