Improving company performance with customers satisfaction survey for travel company Duara Travels
Karimova, Leysan (2020)
Karimova, Leysan
2020
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060316649
https://urn.fi/URN:NBN:fi:amk-2020060316649
Tiivistelmä
This thesis presents the result of the customer satisfaction survey and market segmentation analysis for the Finnish start-up company Duara Travels.
The survey consists of two parts: theoretical framework, where different service quality models and approaches had been studied and assessed, and the empirical part where the survey results were presented, evaluated, and the suggestions for the improvement have been provided.
The SERVQUAL gap analysis model had been chosen as an appropriate tool for the cur-rent customer satisfaction survey. The objectives were selected in accordance with the SERVQUAL model requirements.
During the customer satisfaction survey preparation phase, the "Value proposition, Empa-thy, and Customer journey map" workshop was organized by Business Modelling Coach and Sales and Marketing strategist for the Duara Travels team in order to finalize the sur-vey questionnaire.
The survey was conducted during autumn 2018, and winter-spring 2019 in collaboration with the Duara Travels team, and the results were analysed during spring 2019.
The results of the survey were analysed with the help of Webropol analytical tools and MS-Excel software.
In order to enhance the benefits of customer satisfaction survey results, it was decided to carry out the market segmentation analysis to define Duara's target market and prepare the ideal customer profile, which is also presented in the report.
Overall, the customer satisfaction survey can be considered as a successful, and accord-ing to Duara Travels, it was a beneficial experience and valuable feedback from the cus-tomers.
The survey consists of two parts: theoretical framework, where different service quality models and approaches had been studied and assessed, and the empirical part where the survey results were presented, evaluated, and the suggestions for the improvement have been provided.
The SERVQUAL gap analysis model had been chosen as an appropriate tool for the cur-rent customer satisfaction survey. The objectives were selected in accordance with the SERVQUAL model requirements.
During the customer satisfaction survey preparation phase, the "Value proposition, Empa-thy, and Customer journey map" workshop was organized by Business Modelling Coach and Sales and Marketing strategist for the Duara Travels team in order to finalize the sur-vey questionnaire.
The survey was conducted during autumn 2018, and winter-spring 2019 in collaboration with the Duara Travels team, and the results were analysed during spring 2019.
The results of the survey were analysed with the help of Webropol analytical tools and MS-Excel software.
In order to enhance the benefits of customer satisfaction survey results, it was decided to carry out the market segmentation analysis to define Duara's target market and prepare the ideal customer profile, which is also presented in the report.
Overall, the customer satisfaction survey can be considered as a successful, and accord-ing to Duara Travels, it was a beneficial experience and valuable feedback from the cus-tomers.