How customer service effects the consumer experience and journey : Case Hennes & Mauritz
Laurila, Emma (2019)
Laurila, Emma
2019
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019060715404
https://urn.fi/URN:NBN:fi:amk-2019060715404
Tiivistelmä
The purpose of this study was to identify how customer service effects the consumer experience and the consumer journey at Hennes & Mauritz. Hennes & Mauritz is one of the largest fashion retailers in the world and the importance of customer service is rising all the time due to rapidly growing competition in the industry.
Qualitative research method was used to conduct the research for this study. The qualitative research data consisted of a survey that had ten open-end questions for specified group of customers. All of the fifteen respondents were aged between 15-25 years, they were all women and all of them regularly shop at H&M.
The results of the survey brought up themes that should be considered by the company. 14 out of 15 respondents said that the experienced service quality does not affect their decision to shop at Hennes & Mauritz. However, when the respondents were asked about their reaction to poor customer service at H&M, also then 14 out of 15 respondents wrote that there was a high chance of them not completing their purchase process at H&M but to go purchase similar products from a competitor instead. On the other hand all except one of the respondents also wrote that in the case of receiving great customer service they would be likely to buy more than intended.
The conclusion of this study was that as the expected quality of customer service at H&M isn’t very high, the company should focus on changing customer expectations about their service quality in order to achieve competitive advantage compared to their competitors. The customer service quality can have a massive impact on the sales of the company, especially when the customer has already entered the store.
Qualitative research method was used to conduct the research for this study. The qualitative research data consisted of a survey that had ten open-end questions for specified group of customers. All of the fifteen respondents were aged between 15-25 years, they were all women and all of them regularly shop at H&M.
The results of the survey brought up themes that should be considered by the company. 14 out of 15 respondents said that the experienced service quality does not affect their decision to shop at Hennes & Mauritz. However, when the respondents were asked about their reaction to poor customer service at H&M, also then 14 out of 15 respondents wrote that there was a high chance of them not completing their purchase process at H&M but to go purchase similar products from a competitor instead. On the other hand all except one of the respondents also wrote that in the case of receiving great customer service they would be likely to buy more than intended.
The conclusion of this study was that as the expected quality of customer service at H&M isn’t very high, the company should focus on changing customer expectations about their service quality in order to achieve competitive advantage compared to their competitors. The customer service quality can have a massive impact on the sales of the company, especially when the customer has already entered the store.