Customer satisfaction survey, result analysis and utilization in a global forestry company
Leppänen, Pauliina (2016)
Leppänen, Pauliina
Tampereen ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016112517407
https://urn.fi/URN:NBN:fi:amk-2016112517407
Tiivistelmä
Customer satisfaction effects companies’ longevity, profitability and brand by the repeat buying behavior and good word of mouth due to loyalty. Therefore, measuring the customer satisfaction is important to companies and it enables effective development of customer satisfaction.
The aim of this study was to measure the company’s customer satisfaction in customer service, quality of products and delivery, communications and customer experience to give the management a clear view of the company’s customer satisfaction level. Specifically company’s satisfaction level in customer service, products and reliability in order to help the management with decision making and allocation of development funds.
The data was collected by a web-based questionnaire survey which was sent to 337 customers from 31 countries. There was also an option of paper survey countries with specific needs. The survey was translated into seven languages; English, Finnish, French, German, Italian, Chinese and Japanese. The quantitative data of the research was analyzed by correlation, cross tabulation and comparative analysis. In addition, quadrant analysis and net promoter score were used to analyze the data even further.
The results indicated that the overall level of customer satisfaction of the company is very high. More than 91 percent of the respondents stated that they were very satisfied or satisfied with the company’s products and delivery and more than 97 percent with the service. Almost 94 percent of the respondents stated that they would rate their company’s relationship with the company to be very good or good. Compared to the last customer satisfaction survey there have not been big changes expect in the country level.
The findings suggest that the company has been successful in building trust and long lasting customer relationships. The main development area should be the consistency of quality grading which will increase the customer satisfaction and through that also increase the value of products compared to the price. In the future the company should continue to measure and monitor customer satisfaction annually in order to develop their operations and to succeed in their vision, strategy and long term goals.
The aim of this study was to measure the company’s customer satisfaction in customer service, quality of products and delivery, communications and customer experience to give the management a clear view of the company’s customer satisfaction level. Specifically company’s satisfaction level in customer service, products and reliability in order to help the management with decision making and allocation of development funds.
The data was collected by a web-based questionnaire survey which was sent to 337 customers from 31 countries. There was also an option of paper survey countries with specific needs. The survey was translated into seven languages; English, Finnish, French, German, Italian, Chinese and Japanese. The quantitative data of the research was analyzed by correlation, cross tabulation and comparative analysis. In addition, quadrant analysis and net promoter score were used to analyze the data even further.
The results indicated that the overall level of customer satisfaction of the company is very high. More than 91 percent of the respondents stated that they were very satisfied or satisfied with the company’s products and delivery and more than 97 percent with the service. Almost 94 percent of the respondents stated that they would rate their company’s relationship with the company to be very good or good. Compared to the last customer satisfaction survey there have not been big changes expect in the country level.
The findings suggest that the company has been successful in building trust and long lasting customer relationships. The main development area should be the consistency of quality grading which will increase the customer satisfaction and through that also increase the value of products compared to the price. In the future the company should continue to measure and monitor customer satisfaction annually in order to develop their operations and to succeed in their vision, strategy and long term goals.