Improving brand image and market share on special transportations in Northern Europe
Lehtonen, Heidi (2023)
Lehtonen, Heidi
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023100526915
https://urn.fi/URN:NBN:fi:amk-2023100526915
Tiivistelmä
Customer satisfaction surveys have been carried out regularly in numerous logistics companies, associations, and public authorities. Surveys are typically commissioned by market research institutes, but it can also be carried out as a part of a larger research. The company that commissioned this research has not carried out a customer satisfaction survey during the recent year.
The need for this thesis arises from the history and current situation of the commissioning company. The company aims to grow, and the marketing strategy was needed to support these growth plans. The goal for the thesis was to create a marketing strategy based on customer satisfaction, purchasing processes of existing customers and the overall strategy of the company. Therefore, also the literature review focuses on business-to-business purchasing processes, business-to-business customer satisfaction and marketing strategy.
The aim of the research was to find out the level of customer satisfaction, the purchasing process, and the factors influencing purchasing decisions. The research was conducted as open interviews and the analysis of the interviews was carried out by using data-driven content analysis methods. The results of the research showed that customer satisfaction is linked to the success of the whole logistics process and the quality of customer service. The most relevant finding for the commissioning company was that customer satisfaction throughout the logistics and the overall customer service is at high level. The analysis revealed only individual areas for improvement in customer satisfaction, for which solutions are being developed in the marketing strategy. It is recommended that the success of these solutions in the company are researched in the coming years through new studies on customer satisfaction.
The result of the thesis is a marketing strategy that gives a clear plan for the commissioning company of how to improve their brand image and market share. The plan includes steps for all the different objective levels. Thesis ends with discussion on the results.
The need for this thesis arises from the history and current situation of the commissioning company. The company aims to grow, and the marketing strategy was needed to support these growth plans. The goal for the thesis was to create a marketing strategy based on customer satisfaction, purchasing processes of existing customers and the overall strategy of the company. Therefore, also the literature review focuses on business-to-business purchasing processes, business-to-business customer satisfaction and marketing strategy.
The aim of the research was to find out the level of customer satisfaction, the purchasing process, and the factors influencing purchasing decisions. The research was conducted as open interviews and the analysis of the interviews was carried out by using data-driven content analysis methods. The results of the research showed that customer satisfaction is linked to the success of the whole logistics process and the quality of customer service. The most relevant finding for the commissioning company was that customer satisfaction throughout the logistics and the overall customer service is at high level. The analysis revealed only individual areas for improvement in customer satisfaction, for which solutions are being developed in the marketing strategy. It is recommended that the success of these solutions in the company are researched in the coming years through new studies on customer satisfaction.
The result of the thesis is a marketing strategy that gives a clear plan for the commissioning company of how to improve their brand image and market share. The plan includes steps for all the different objective levels. Thesis ends with discussion on the results.