Customer satisfaction survey for business-to-business company : finding a scalable and long-term survey platform
Sand, Anne (2023)
Sand, Anne
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060622162
https://urn.fi/URN:NBN:fi:amk-2023060622162
Tiivistelmä
The subject of the thesis was to study the case company's customer satisfaction status at the moment and to find the appropriate software for the case company for continuous customer satisfaction measurement. This thesis was conducted as a quantitative study. When selecting the suitable platform, qualitative research method was also used.
This thesis first examines matters that affect customer satisfaction on the recital basis. More specifically, the theory is being studied from the viewpoint of the marketing mix. The theory section also examines when, why and to whom the customer satisfaction questionnaire was sent. The theoretical part was written using fresh and up to date professional literature and suitable sources. However, the theoretical part excluded the price and product from the matters to be discussed, as the price is confidential information, and the product would reveal the company to which this thesis was made. After the theorical part comparisons of Zef, Survivor and Sogolytics platforms can be read along with analysis of survey’s findings.
The empirical part of the research was carried out using a quantitative research method. The customer satisfaction survey was carried out on the Zef platform that was chosen by the case company. The size of the sample consisted of ninety-nine active customers. The survey was designed in cooperation with the staff of the case company. It was decided to make the survey contain maximum of five questions, so it could be used directly in the future. Of these five questions, three were rating scale questions and two were open questions, where the customer can freely write text. Thirty customers responded to the customer satisfaction survey.
The response rate in the customer satisfaction survey was thirty percent. The results of the customer satisfaction survey found that customers are fairly satisfied with the case company in general. The biggest point of improvement was found out to be ‘on time, in full’. The customer service was found easy to deal with by customers. The case company received praises about staff’s efficiency and good service level. Zef was also identified as a functional software for continuous measurement of customer satisfaction.
This thesis first examines matters that affect customer satisfaction on the recital basis. More specifically, the theory is being studied from the viewpoint of the marketing mix. The theory section also examines when, why and to whom the customer satisfaction questionnaire was sent. The theoretical part was written using fresh and up to date professional literature and suitable sources. However, the theoretical part excluded the price and product from the matters to be discussed, as the price is confidential information, and the product would reveal the company to which this thesis was made. After the theorical part comparisons of Zef, Survivor and Sogolytics platforms can be read along with analysis of survey’s findings.
The empirical part of the research was carried out using a quantitative research method. The customer satisfaction survey was carried out on the Zef platform that was chosen by the case company. The size of the sample consisted of ninety-nine active customers. The survey was designed in cooperation with the staff of the case company. It was decided to make the survey contain maximum of five questions, so it could be used directly in the future. Of these five questions, three were rating scale questions and two were open questions, where the customer can freely write text. Thirty customers responded to the customer satisfaction survey.
The response rate in the customer satisfaction survey was thirty percent. The results of the customer satisfaction survey found that customers are fairly satisfied with the case company in general. The biggest point of improvement was found out to be ‘on time, in full’. The customer service was found easy to deal with by customers. The case company received praises about staff’s efficiency and good service level. Zef was also identified as a functional software for continuous measurement of customer satisfaction.
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