Customer satisfaction data utilization: identifying value drivers and information use practices

The objective of this master’s thesis was twofold: first to examine the concept of customer value and its drivers and second to identify information use practices. The first part of the study represents explorative research that was carried out by examining a case company’s customer satisfaction data that was used to identify sales and technical customer service related value drivers on a detailed attribute level. This was followed by an examination of whether these attributes had been commented on in a positive or a negative light and what were the reasons why the case company had received higher or lower ratings than its competitor. As a result a classification of different sales and technical customer service related attributes was created. The results indicated that the case company has performed well, but that the results varied on the company’s business segment level. The case company’s staff, service and the benefits from a long-lasting relationship came up in a positive light whereas attitude, flexibility and reaction time came up in a negative light. The reasons for a higher or lower score in comparison to competitor varied. The results indicated that a customer’s satisfaction with the company’s performance did not always mean that the company was outperforming the competition. The second part of the study focused on customer satisfaction information use from the viewpoints of information access, dissemination and reaction. The study was conducted by running an internal survey among the case company’s staff. The results showed that information use practices varied across the company and some units or teams had taken a more proactive approach to the information use than others.

The effect of brand trust on satisfaction, trust, and loyalty on a consumer magazine website

Internetin käyttö on yleistynyt valtavasti viimeisen kymmenen vuoden aikana. Internetissä kuluttajalta puuttuu kasvokkainen kontakti myyjään, mikä voi vähentää kuluttajan luottamusta myyjää kohtaan. Tällaisessa tilanteessa kuluttaja voi käyttää brändejä viitteenä myyjän luotettavuudesta. Tämän tutkielman tarkoituksena on tutkia brändiluottamuksen vaikutusta kuluttajan tyytyväisyyteen, luottamukseen ja uskollisuuteen Internet-sivuja kohtaan. Tutkielman kysely (n=875) toteutettiin Vauva-lehden Internet-sivuilla. Tutkielman tulokset paljastavat, että brändiluottamuksella on merkittävä myönteinen vaikutus kuluttajan tyytyväisyyteen, luottamukseen ja uskollisuuteen Internet-sivuja kohtaan. Internet-sivujen aikaisempikäyttö sekä rekisteröityminen sivuille vaikuttavat myös luottamukseen Internet-sivuja kohtaan. Lisäksi brändiluottamuksen vaikutus brändiuskollisuuden osoittautui erittäin merkittäväksi.

Laatujärjestelmän rakentaminen ja laatukäsikirjan mallintaminen energiayhtiölle

Työ on osa Kotkan Energia Oy:ssä toteutettua laatuprojektia. Työllä haettiin uutta, oikeaa suuntaa jo aiemmin käynnistetylle laadun kehitykselle. Työn tavoitteena oli rakentaa yhtiölle asiakaslähtöinen laatujärjestelmä, joka kattaa kaikki Kotkan Energian toiminnot. Lisäksi diplomityöhön kuului järjestelmän dokumentointi ja erityisesti laatukäsikirjan mallintaminen. Laatujärjestelmän pohjana käytettiin ISO DIS 9001:2000 -laatustandardiehdotusta. Uudistetun standardiluonnoksen katsottiin palvelevan vanhoja ISO-laatustan-dardeja paremmin energiayhtiön tarpeita, koska ehdotus korostaa asiakastyytyväisyyttä, prosessiajattelua ja jatkuvaa parantamista. Diplomityöprojekti jakaantui selkeästi kolmeen osaan. Ensimmäisessä vaiheessa laatujärjestelmän ja laadun kehittämisen nykytilanne kartoitettiin haastattelujen ja aiemmin laaditun laatumateriaalin avulla. Selvityksen perusteella toisessa vaiheessa tehtiin kehitysehdotuksia ja -suunnitelmia sekä käynnistettiin järjestelmän perusrakenteiden luominen ja henkilöstön koulutus. Laatujärjestelmän keskeisiä osia rakennettiin yhteistyössä koko henkilöstön kanssa. Diplomityön kolmannessa vaiheessa Kotkan Energian menettelytavat dokumentoitiin laatukäsikirjan asiakirjoiksi. Dokumentointiin sisältyivät sekä vanhat, uudistetut että suunnitellut toimintaperiaatteet. Samalla käynnistettiin myös prosessien menettelyohjeiden laatiminen. Laatuprojektin aikana kehitettiin useita uusia ja toimivia käytäntöjä sekä niihin liittyviä dokumentteja. Näiden luotujen menettelytapojen kautta on jo saatu aikaan laadun parannusta. Osana työtä luotiin Kotkan Energian prosessien kuvaustapa. Muita tärkeimpiä ideoituja ja toteutettuja uusia työkaluja laadun hallintaan ovat tiimisopimus, asiakaspalautelomake, toimittajien arviointilomake, poikkeamaraportti sekä koulutus- ja matkatietolomake. Laatujärjestelmän viimeistelyyn ja kehittämiseen liittyvät ideat jalostettiin jatkosuunnitelmiksi.

Development of Customer Satisfaction Models for Electronics Engineering Company

Diplomityön tarkoituksena oli luoda ja kehittää kaksi asiakastyytyväisyysmallia asiakastyytyväisyyden mittaamisen aloittamiseksi ja toteuttamiseksi kohdeyrityksessä. Työ pohjautuu nykyisten tyytyväisyysprosessien analysointiin sekä työn teoriaosaan, joka käsittelee yksityiskohtaisesti niitä asioita, joita asiakastyytyväisyyden mittaamisessa ja prosessissa tulisi huomioida. Työssä tehdyn mallien tarkoituksen on auttaa kohdeyritystä hyödyntämään asiakastyytyväisyysmittauksen tuloksia paremmin liiketoiminnassa, sekä asiakkaiden keskuudessa. Työn yhtenä tavoitteena oli myös sopivan mittaustyökalun löytäminen ja suositteleminen kohdeyritykselle.Teorian ja analysoinnin pohjalta luotiin molemmat asiakastyytyväisyysmallit vastamaan kohdeyksiköiden tarpeita. Kun ulkoiset seikat, kuten mittaustavat, mittausinstrumentit, kyselylomakkeet ja vastaajaryhmät oli määritelty, keskityttiin tulosten analysointiin ja hyödyntämiseen, mikä korostui asiakassuuntautuneessa organisaatiossa. Työssä pohdittiin myös yhtenäisen asiakastyytyväisyysprosessin merkitystä ja etuja kohdeyrityksessä.

Re-examination of Customer Satisfaction Measurement Results

Asiakastyytyväisyys on läheisesti yhteydessä yrityksen taloudelliseen menestykseen ja yrityksen yleisen laadun määrittämiseen. Asiakastyytyväisyyden mittaamista vaaditaan tällä hetkellä myös ISO 9001 laatujärjestelmästandardissa. Tämän vuoksi tarve tutkia ja mitata asiakastyytyväisyyttä on kasvanut yritysten ja yhteisöjen joukossa. Kokonaisvaltainen asiakastyytyväisyyden tutkiminen sisältää sekä asiakastyytyväisyyden mittaamista ja järjestelmällistä asiakaspalautteen tutkimista ja analysointia. Asiakastyytyväisyysmittaamisessa käytetään menettelytapoja ja tekniikoita, jotka ovat yleisesti käytössä markkinointitutkimuksessa. Menetelmiä on kuitenkin mukautettava, jotta ne sopivat asiakastyytyväisyyden mittaamiseksi. Asiakastyytyväisyysmittaustulosten perusanalyysit ovat helppo toteuttaa mutta tulokset voidaan helposti tulkita väärin ilman syvällisempiä tilastomatemaattisia analyysejä. Asiakastyytyväisyyden mittaaminen on helppo toteuttaa mutta tutkimussuunnitelma ja tulostenkeräysmenetelmä pitää suunnitella huolellisesti, jotta mittaustulosten luotettavuus ja validiteetti voidaan taata. Jotta asiakastyytyväisyyden tutkimisesta saataisiin maksimaalinen hyöty, pitäisi tutkimuksen myös tarkastella kuinka asiakastyytyväisyys, yrityksen sisäinen ja ulkoinen laatu sekä asiakaslojaalisuus ovat yhteydessä toisiinsa.

Effects of business-to-business customer orientation, satisfaction and retention on firm profitability

The objective of this master’s thesis was to examine the effect of customer orientation on customer satisfaction and how customer satisfaction and customer retention contribute to firm profitability. Beside customer orientation, also other antecedents of customer satisfaction, i.e. service quality, flexibility, trust and commitment, were investigated as control variables. Literature review revealed several research gaps concerning research of the key concepts. These research calls were also answered. The empirical study focused on one case company, a telecommunication expert. The data for the empirical part was collected with web-based questionnaire from case company’s business customers in January-February 2008. Sample (N=95) produced 59 answers, thus the response rate of the survey was 62,1%. The data was analyzed by using statistical analysis program, SPSS. As a conclusion, the results indicate that customer orientation do not affect customer satisfaction directly, but through service quality, flexibility and trust. Moreover, customer satisfaction has positive impacts on commitment and intentions to stay as a customer in the future, but not on profitability. In the present study, only past purchase behavior, measured with customer database measure, is positively related to firm profitability.

Patient education to support self-management of patients with mental illness

This study explores areas which need to be improved to develop the quality of patient education to support self-management of patients with mental illness in psychiatric hospitals. The study was conducted in five phases during the period 2000 – 2007. First, patients‘ (n = 313) satisfaction with patient education were investigated. Second, patients' (n = 51) experiences of patient education were explored. Third, a national survey was conducted to investigate realisation of patient education from the staff (n = 55) viewpoint. Fourth, outcomes of patient education were investigated by evaluating the impacts of different patient education methods on patients‘ (n = 311) attitudes towards medication, knowledge level and importance of information. Fifth, patients‘ (n = 16) perceptions of different patient education methods were explored. Patients reported poor satisfaction with patient education (Phase I), and they have considerable need to receive information during their hospital stay (Phase II). Described by staff, the content of patient education covered almost all informational areas investigated. However, discrepancies related to the realisation of patient education were found. (Phase III.) Evaluation of different patient education methods indicate that patients derived benefits from structured patient education with supportive methods (Phase IV) and patients also perceived that these methods supported their information receiving (Phase V). In order to improve the quality of patient education to support self-management of patients with mental illness patient education should be systematically and individually provided to all patients by using different educational methods. Realisation of this should be ensured by providing written instructions, improving nurses‘ knowledge and skills as well ensuring operating conditions.

The Contribution of Mobile Device Manufacturers’ Site Usage to Brand Satisfaction and Loyalty

Recently most of the mobile phone manufacturer companies started to pay extra attention to their websites. This research investigates the sources of value creation on the mobile phone manufacturers’ website and the affect visiting the manufacturers’ website has on brand loyalty and brand satisfaction. The results show a correlation between positive website usage experience, brand loyalty and brand satisfaction. Moreover there is a relation between Novelty, Efficiency, Lock-in and the perceived usefulness the manufacturers’ website has on the mobile phone device. And finally the main reason behind Finnish student’s mobile phone brand loyalty is its country of origin.

Solving Challenging Real-World Scheduling Problems

This work contains a series of studies on the optimization of three real-world scheduling problems, school timetabling, sports scheduling and staff scheduling. These challenging problems are solved to customer satisfaction using the proposed PEAST algorithm. The customer satisfaction refers to the fact that implementations of the algorithm are in industry use. The PEAST algorithm is a product of long-term research and development. The first version of it was introduced in 1998. This thesis is a result of a five-year development of the algorithm. One of the most valuable characteristics of the algorithm has proven to be the ability to solve a wide range of scheduling problems. It is likely that it can be tuned to tackle also a range of other combinatorial problems. The algorithm uses features from numerous different metaheuristics which is the main reason for its success. In addition, the implementation of the algorithm is fast enough for real-world use.

Commitment to military service among Finnish conscripts

This research establishes the primary components, predictors, and consequences of organizational commitment in the military context. Specifically, the research examines commitment to the military service among Finnish conscripts and whether initial affective commitment prior to service predicts later commitment, attitudes, behavior, and performance, and, furthermore, analyzes the changes in commitment and its possible outcomes. The data were collected from records as well as by surveys from 1,387 rank and file soldiers, immediately after they reported for duty, near the end of basic training, and near the end of 6 to 12 months of service. The data covered a wide array of predictor variables, including background items, attitudes toward conscription, mental and physical health, sociability, training quality, and leadership. Moreover, the archival data included such items as rank, criminal record, performance ratings, and the number of medical examines and exemptions. The measures were further refined based on the results of factor analysis and reliability tests. The results indicated that initial commitment significantly corresponded with expected adjustment, intentions to stay in the military, and acceptance of authority. Moreover, initial commitment moderately related to personal growth, perceived performance, and the number of effective service days at the end of service. During basic training, affective commitment was mostly influenced by challenging training, adjustment experiences, regimentation, and unit climate. At the end of service, committed soldiers demonstrated more personal growth and development in service, had higher-level expected performance, and less malingering during their service. Additionally, they had significantly more positive attitudes toward national defense. The results suggest that affective commitment requires adequate personal adjustment, experiences of personal growth and development, and satisfaction with unit dynamics and training. This research contributes to the theoretical discussion on organizational commitment and the will to defend the nation and advances developing models to support and manage conscript training, education, leadership, and personnel policy. This is achieved by determining the main factors and variables, including their relative strength, that affect commitment to the military service. These findings may also facilitate in designing programs aimed at reducing unwanted discharges and inadequate performance. In particular, these results provide tools for improving conscripts’ overall attachment to and identification with the military service.

The Effects of Service Quality, Customer Satisfaction and Customer Perceived Value on Behavioral Intentions

The intent of this research was to develop a model that describes the extent to which customer behavioral intentions are influenced by service quality, customer satisfaction and customer perceived value in the business-to-business service context. Research on customer behavioral intentions is quite fragmented and no generalized model has been presented. Thus, there was need for empirical testing. This study builds on the services marketing theory and assesses the relationships between the identified constructs. The data for the empirical analysis was collected via a quantitative online survey and a total of 226 usable responses were obtained for further analysis. The model was tested in an employment agency service setting. The measures used in this survey were first assessed by using confirmatory factor analysis (CFA) after which the hypothesized relationships were further verified using structural equation modeling (SEM) in LISREL 8.80. The analysis identified that customer satisfaction played a pivotal role in the model as it was the only direct antecedent of customer behavioral intentions, however, customer perceived value showed a strong indirect impact on buying intentions via customer satisfaction. In contrast to what was hypothesized, service quality and customer perceived value did not have a direct positive effect on behavioral intentions. Also, a contradicting finding with current literature was that sacrifice was argued to have a direct but positive impact on customer perceived value. Based on the findings in this study, managers should carefully think of their service strategies that lead to their customers’ favorable behavioral intentions.

Innovation in a Non-Formal Adult Education Organisation – Multi-Case Study in Four Adult Education Centres

More than ever, education organisations are experiencing the need to develop new services and processes to satisfy expanding and changing customer needs and to adapt to the environmental changes and continually tightening economic situation. Innovation has been found in many studies to have a crucial role in the success of an organisation, both in the private and public sectors, in formal education and in manufacturing and services alike. However, studies concerning innovation in non-formal adult education organisations, such as adult education centres (AECs) in Finland, are still lacking. This study investigates innovation in the non-formal adult education organisation context from the perspective of organisational culture types and social networks. The objective is to determine the significant characteristics of an innovative non-formal adult education organisation. The analysis is based on data from interviews with the principals and fulltime staff of four case AECs. Before the case study, a pre-study phase is accomplished in order to obtain a preliminary understanding of innovation at AECs. The research found strong support for the need of innovation in AECs. Innovation is basically needed to accomplish the AEC system’s primary mission mentioned in the ACT on Liberal Adult Education. In addition, innovation is regarded vital to institutes and may prevent their decline. It helps the institutes to be more attractive, to enter new market, to increase customer satisfaction and to be on the cutting edge. Innovation is also seen as a solution to the shortage of resources. Innovative AECs search actively for additional resources for development work through project funding and subsidies, cooperation networks and creating a conversational and joyful atmosphere in the institute. The findings also suggest that the culture type that supports innovation at AECs is multidimensional, with an emphasis on the clan and adhocratic culture types and such values as: dynamism, future orientation, acquiring new resources, mistake tolerance, openness, flexibility, customer orientation, a risk-taking attitude, and community spirit. Active and creative internal and external cooperation also promote innovation at AECs. This study also suggests that the behaviour of a principal is crucial. The way he or she shows appreciation the staff, encouragement and support to the staff and his or her approachability and concrete participation in innovation activities have a strong effect on innovation attitudes and activities in AECs.