The Impact of Service Quality and Relationship Quality on Customer Loyalty in Business-to-Business Context

The main objective of this Master’s Thesis was to examine the interrelations of service quality and relationship quality (customer satisfaction, trust and commitment), and find out are they antecedents for customer loyalty in business-to-business context. Literature review revealed some research gaps concerning these focal concepts, which should be studied more closely. The theoretical basis for this research was collected for evaluating a strategic increase of customer’s perceptions of service quality and relationship quality as well as customer loyalty in business-to-business environment, and it was tested empirically in a sample of 164 corporate customers, who responded to the Internet-based survey. The measures, used in the survey, were first assessed by using confirmatory factor analysis (CFA), and then the hypothesized relationships were further verified using structural equation modeling (SEM) in LISREL 8.80. There was found support for a half of the hypothesized construct relations. The results of the research confirm the direct influence of trust and commitment on customer loyalty. Also, service quality turned out to have an indirect impact on customer loyalty through trust. No support, however, was offered for the proposed impact of customer satisfaction on loyalty in this case. The research provides managerially relevant and actionable results that may help service providers execute more specific customer relationship quality strategies that lead to higher customer loyalty.

Measuring effects of strategic utilization of social media in business-to-business marketing: Case Greenlux Finland Oy

Utilization of social media is increasingly common in B2B marketing. Social media is an efficient and cheap marketing and communication channel available for everyone, and thus extremely attractive marketing medium. The more companies get involved in social media the more failures are reported. It is not enough for a company to just be present in social media. Succeeding on it requires hard work, investing time and money, and ability to measure and to monitor performance. With an increasing number of companies failing in utilizing social media, together with lack of research on strategic utilization of social media focusing on B2B marketing, measuring, and monitoring create a purpose for this research. The aim of this research is to discover methods for measuring and monitoring effects of strategic utilization of social media in B2B marketing. Most relevant financial and non-financial indicators are discussed, and the methods by which these can be monitored and measured. In addition, effects of strategic utilization of social media on the case company are measured and analyzed. The research methodology used in this research is a participatory action research, which includes elements of both qualitative and quantitative research methods. The case company examined in the research provides a unique opportunity to follow through all phases of strategic utilization of social media for B2B marketing purposes concluding real effects of social media to the case company, and thus gain a deep understanding about this new marketing medium in the perspective of B2B marketing. Duration of the research period is seven months. During this time, information is collected, measured, and analyzed. Case company does not have any other marketing activities simultaneously which makes it possible to examine social media apart from effects of other visible marketing activities. Effects of strategic utilization of social media can be monitored and measured in many ways. Methods that should be used depend on goals set for social media. Fundamental nature of social media requires multidimensional assessment, and thus effects should be measured, and monitored considering both financial and non-financial indicators. The results implicates that effects of strategic utilization of social media are relatively wide ranged. According to the findings, social media affects positively on brand, number of web page visitors, visitor behavior, and on distribution of awareness. According to investment calculations social media is a legitimate investment for case company. Results also implicate that by using social media case company gains conversation, arouses interest, gets attention, and creates interactivity. In addition and as a side note, winter holiday season appears to have a great effect on social media activity of B2B companies’ representatives.

Promoting Customer Loyalty Through a Telecommunication Specific CRM Framework

The objective of this thesis is to find new methods to promote customer loyalty in the telecommunication industry. The study was made on the appointment of Tecnotree Corporation, which operates in a telecommunication software business. This thesis comprises of a theoretical section, which includes the presentation of relevant theoretical background and of an empirical section, which is mostly based on interviews and professional opinions. One of the most important aspects of customer relationship management (CRM) is building customer loyalty. Telecommunication markets are becoming saturated in an increasing number of markets. Customer acquisition is no longer a way to grow; companies need to hold on to their existing customers. Companies are always looking for new ways to avoid churning customers. These new methods are searched from recent studies and they are discussed with marketing professionals from operators. Current CRM lacks the ability to extract data efficiently from databases. Social media’s utilization is also in its early stages. It contains a lot of possibilities, but also things that can be risky for companies. In order to obtain full advantage of the new methods companies are required to invest considerable amounts of time and money to develop new systems, but not all companies are ready for the change.

Effective Social Intranet. Case: Mobile Routing Business Unit, Tellabs

The purpose of this thesis is to examine what the normative, effective social Intranet solution is for Tellabs Mobile Routing business unit in terms of sharing knowledge more openly and effectively, fostering innovation, and improving team spirit and positive employee experience. Additionally, these aspects are researched from the intra- and inter-organizational points of view. The research is based on previous literature and empirical interviews. Based on these two items, an eight-fold recommendation proposal was created to change the current Intranet to become an effective social Intranet.

From network pictures to network insight in solution business – the role of internal communication

Operating in business-to-business markets requires an in-depth understanding on business networks. Actions and reactions made to compete in markets are fundamentally based on managers‘ subjective perceptions of the network. However, an amalgamation of these individual perceptions, termed a network picture, to a common company level shared understanding on that network, known as network insight, is found to be a substantial challenge for companies. A company‘s capability to enhance common network insight is even argued to lead competitive advantage. Especially companies with value creating logics that require wide comprehension of and collaborating in networks, such as solution business, are necessitated to develop advanced network insight. According to the extant literature, dispersed pieces of atomized network pictures can be unified to a common network insight through a process of amalgamation that comprises barriers/drivers of multilateral exchange, manifold rationality, and recursive time. However, the extant body of literature appears to lack an understanding on the role of internal communication in the development of network insight. Nonetheless, the extant understanding on the amalgamation process indicates that internal communication plays a substantial role in the development of company level network insight. The purpose of the present thesis is to enhance understanding on internal communication in the amalgamation of network pictures to develop network insight in the solution business setting, which was chosen to represent business-to-business value creating logic that emphasizes the capability to understand and utilize networks. Thus, in solution business the role of succeeding in the amalgamation process is expected to emphasize. The study combines qualitative and quantitative research by means of various analytical methods including multiple case analysis, simulation, and social network analysis. Approaching the nascent research topic with differing perspectives and means provides a broader insight on the phenomenon. The study provides empirical evidence from Finnish business-to-business companies which operate globally. The empirical data comprise interviews (n=28) with managers of three case companies. In addition the data includes a questionnaire (n=23) collected mainly for the purpose of social network analysis. In addition, the thesis includes a simulation study more specifically achieved by means of agent based modeling. The findings of the thesis shed light on the role of internal communication in the amalgamation process, contributing to the emergent discussion of network insights and thus to the industrial marketing research. In addition, the thesis increases understanding on internal communication in the change process to solution business, a supplier‘s internal communication in its matrix organization structure during a project sales process, key barriers and drivers that influence internal communication in project sales networks, perceived power within industrial project sales, and the revisioning of network pictures. According to the findings, internal communication is found to play a substantial role in the amalgamation process. First, it is suggested that internal communication is a base of multilateral exchange. Second, it is suggested that internal communication intensifies and maintains manifold rationality. Third, internal communication is needed to explicate the usually differing time perspectives of others and thus it is suggested that internal communication has role as the explicator of recursive time. Furthermore, the role of an efficient amalgamation process is found to be emphasized in solutions business as it requires a more advanced network insight for cross-functional collaboration. Finally, the thesis offers several managerial implications for industrial suppliers to enhance the amalgamation process when operating in solution business.

A global transport packaging guideline for selected business areas

In this Master’s Thesis a global transport packaging guideline for selected business areas was compiled for the Fiskars the company, which provides branded consumer goods for home, garden and outdoor use. The business areas included were Home and Garden business areas. The aim of the guideline was to be a comprehensive guide for the suppliers, product development, operations and external vendors of the company. The guideline consists of written instructions, tables and illustrations that provide useful information for players working with transport packages from sourcing through to shipments. As the role of corporate responsibility and sustainability has grown, a part of responsible manufacturing strategy includes using materials that are re-usable, recyclable or recoverable as energy or through composting. Hence packaging waste management implementations of different regions were also inspected. The resulting guide covers a range of topics concerning packaging and its transport. The topics include legal requirements, restricted materials and substances, preferred materials, markings, labeling of boxes, logistics and distribution center requirements, physical testing and an inspection checklist.

The role of customer perspective in organizational renewal. A comparative case study of knowledge-intensive business services.

The objective of this thesis was to study organizational renewal from the customer orientation perspective. Customer orientation is divided into customer relationship management and customer knowledge, which both are important components of customer related organizational renewal capabilities. The study was conducted in knowledge intensive business service firms, which are required to renew their strategy, operations and processes constantly in order to gain and sustain competitive advantage. In the empirical research, two companies were studied, both offering services to their customers. The analysis was done in two phases; first each case was analyzed individually and then the cases were compared in a cross-case analysis. The most important finding was that customer orientation is considered important but it is not being utilized for organizational renewal in full capacity.

Lääkäripalveluyritysten tunnistamat kilpailuedut ja toimialan kilpailuvoimat

Tutkimuksessa kuvataan yksityisten lääkäripalveluyritysten kilpailuetuja. Tutkimus ottaa kantaa taloustieteissä esiintyviin kilpailuetuteorioihin ja pyrkii löytämään toimialan kilpailuvoimia. Tutkimuksessa syvennytään myös toimialan rakenteeseen, sen merkitykseen kilpailuedun luomisessa sekä peilataan alan kirjallisuutta toimialan todelliseen rakenteeseen. Empiirisen aineiston kerääminen toteutetaan teema-haastattelumenetelmällä. Haastattelu on laadullinen tutkimus, jonka tarkoitus on paljastaa toimialan kilpailuvoimia ja selvittää, miten yritykset säilyttävät kilpailuetujaan. Teoreettisena viitekehyksenä tutkimuksessa käytetään viiden kilpailuvoiman mallia ja yrityksen resurssiperustaista näkemystä. Tutkimus osoittaa toimialan olevan monitahoinen ja kompleksinen kokonaisuus, joka koostuu monia toisiaan tukevista osista. Yritykset tuottavat lääkäripalveluiden lisäksi myös muita palveluita, jotka osaltaan tukevat kilpailuetua tutkittavassa liiketoiminnassa. Haastattelujen perusteella voidaan todeta kilpailuetujen syntyvän tekijöistä kuten sosiaaliset prosessit, jotka syntyvät yrityksissä jokapäiväisen toiminnan sivutuotteena. Lisäksi tärkeitä ovat yritysten ja asiakkaiden väliset suhteet sekä yrityksen suhteet omaan työvoimaansa, jolla palvelut tuotetaan.

Improving customer service by identifying critical success factors and utilizing business process outsourcing

Consumers increasingly demand convenience when dealing with companies and therefore it is important to provide professional, diverse and speedy service via customer’s preferred communication channel. These interactions between the customer service and customer have a critical role in customer’s future purchasing decisions. Those customers who don't receive satisfactory customer service are willing to do business with another company that charges more but offers better customer service. This study identifies the critical success factors for the customer service in order to improve the customer service according to the company’s mission and meet customer expectations. Case study is used as a research method and data is collected via observation, archival records and interviews during a time span of fourteen months. The analysis suggests three critical success factors: voice support, scalable and flexible customer service and customer service champions. The study further analyzes the improvement measures according to the critical success factors concluding the Business Process Outsourcing to be the most proper to proceed with. As a conclusion of the study, critical success factors enable achieving the goals of the customer service and align operations according to the company’s mission. Business Process Outsourcing plays important role in improving the customer service by allowing fast expansion of new service offering and obtaining specialized workforce.

Managing business risk relating to pending patent applications – A comparison U.S. and European practices

This thesis presents different IPR risk mitigation actions as well as enforcement practices and evaluates their usability in different situations. The focus is on pending patent applications, where the right is not officially recognized or established yet, but some references are made to granted patents as well. The thesis presents the different aspects when assessing the risk level created by patents and pending applications. At all times it compares the patent law of the United States and European Patent Convention. Occasionally some references are made to national law, when the European Patent Convention cannot be applied. The thesis presents two case examples, which bring the risk mitigation actions and enforcement practices closer to practice.

E-business solutions as a part of a customer service portfolio

Tässä työssä tutkittiin sähköisen liiketoiminnan palveluiden tarvetta kartonkiteollisuudessa. Palveluiden tarvetta ja sisältöä tutkittiin suomalaisessa metsäteollisuusyrityksessä. Tutkimus suoritettiin teemahaastatteluin ja sitä täydennettiin tekemällä yritys case. Tutkimuksen pohjana toimi esiselvitys, jossa muutamia sähköisen liiketoiminnan palveluita oli tunnistettu. Sähköisen liiketoiminnan palveluiden on havaittu lisääntyneen merkittävästi yritystenvälisessä liiketoiminnassa. Kuluttajakaupassa sähköisen liiketoiminnan palvelut ovat olleet jo pitkään käytössä. Sähköisen kaupankäynnin lisääntyminen on ajanut yrityksiä perustamaan sähköisiä kauppapaikkoja, modernisoimaan toimitusmallejaan tai palvelukonseptejaan sekä huomioimaan sähköisen tiedonvaihdon vaikutuksia liiketoimissaan. Tutkimuksen tulokset johtivat kolmeen johtopäätökseen. Tutkimus osoitti, että sähköisen liiketoiminnan palvelut ovat osa nykyaikaista yritystenvälistä liiketoimintaa. Palveluita on olemassa ja niitä on tarjolla yrityksen kilpailijoiden toimesta maailmanlaajuisesti. Toiseksi tutkimus osoitti, että toimitusketjun tulevaisuus on palveluiden kehittämisessä ja niiden rakentamisessa. Kartonkituotteet lähenevät toisiaan laadullisesti kokoajan, sähköiset palvelut voivat tuoda kilpailuetua ja niiden avulla voidaan erottua markkinoilla. Kolmanneksi, sähköiseen liiketoimintaan on panostettava ja palveluita on rakennettava toimitusmalleja tukevaksi. Palveluiden sisällön on huomioitava asiakastarpeet.

E-tailer business model creation: an information technology perspective

This research analyzes e-tailer business model formulation and the role of information technology in enabling value creation from the point of view of an e-tailer. The thesis explains the value creation dynamics and the components of an e-tailer business model and further illustrates how information technology enables value creation throughout the different components of e-tailer business models. The theoretical part of the thesis describes the sources of value creation in virtual markets through evaluating the explanatory value of traditional strategic management theories. The theoretical part advances to present an integrated model of the value creation mechanisms in the virtual markets and further describes the components of an e-tailer business model. The role of information technology in e-tailer business models are represented by illustrating how it is able to add value throughout the activities and processes of the e-tailer business model. The empirical descriptive qualitative single-case research focuses on demonstrating how a global retailer of consumer goods operates the different components in its business model. The findings indicate that information technology plays a considerable role in all the components of an e-tailer business model and should not be treated solely as a supporting business function, but rather as one of the most valuable assets in enabling successful e-tailing operations.

”Tuntuu, et nää on vielä niin lapsen kengissä tämmöset HR:n luvut…”: Työhyvinvoinnin panostusten ja kustannusten Business Intelligence

Työhyvinvointi saa suomalaisessa työelämässä paljon huomiota juuri tällä hetkellä ja se on tunnis-tettu yrityksen kannalta hyödylliseksi alueeksi, johon kannattaa panostaa. Matalat työhyvinvointiin liittyvät kustannukset, organisaation parempi kilpailukyky ja maine sekä korkea henkilöstön tuotta-vuus ovat esimerkkejä työhyvinvoinnin kautta saavutettavista hyödyistä. Yritys voi parantaa hen-kilöstön työhyvinvointia panostamalla siihen ja tämän pitäisi näkyä suoraan myös työhyvinvointiin liittyvissä tunnusluvuissa, kuten sairauspoissaolo-, työkyvyttömyyseläke- ja vaihtuvuuskustannuk-sissa. Yritykset voivat hyödyntää työhyvinvoinnin panostusten ja kustannusten tunnuslukuja, jos niitä hallitaan onnistuneesti. Tällöin pitää tietää, mistä kustannukset koostuvat ja ymmärtää, millä pa-nostuksilla niihin voidaan vaikuttaa. Business Intelligence on termi, jolla tarkoitetaan kaikkea sel-laista organisaation tiedon hallintaa, jota tarvitaan liiketoiminnan johtamisessa. Sen tavoitteena on tukea organisaatiossa tapahtuvaa päätöksentekoa. Business Intelligence voidaan kuvata prosessina, jossa organisaatio kerää, yhdistelee ja analysoi tietoa eri tietolähteistä. Analysoinnin jälkeen yrityk-sellä on käytössään uutta tietämystä, jota voidaan hyödyntää päätöksenteossa. Toimivien Business Intelligence ratkaisujen ansiosta yrityksen päätöksenteon varmuus ja vaikuttavuus kasvaa. Tämän tutkimuksen tarkoituksena on selvittää, millainen on tehokas työhyvinvoinnin panostusten ja kustannusten hallintaan liittyvä Business Intelligence prosessi. Tehokas prosessi auttaa paranta-maan työhyvinvointiin tehtävien panostusten oikeellisuutta ja nostaa organisaation ymmärrystä omasta toiminnastaan. Tutkimusongelmaan on haettu vastauksia laadullisten tutkimusmenetelmien avulla haastattelemalla työhyvinvoinnin panostusten ja kustannusten tunnuslukuja seuraavia yrityk-siä. Tutkimuksen tulokset on analysoitu käyttämällä hyväksi kirjallisuuteen perustuvaa teema-ana-lyysia, jossa työhyvinvointiin ja Business Intelligenceen liittyvää teoriaa verrataan haastatteluista saatuihin vastauksiin. Tutkimuksen johtopäätöksenä tehokas työhyvinvoinnin panostusten ja kustannusten Business Intelligence prosessi voidaan kuvata perinteisten BI:n tasojen kautta. Työhyvinvoinnin panostusten ja kustannusten tunnuslukujen kerääminen onnistuu eri osapuolten välisen yhteistyön avulla. Tun-nusluvuista voi luoda merkityksellistä tietämystä, kun niistä saa tarkkaa tietoa ja niiden rinnalle tuodaan laadullista aineistoa työntekijöiden kokemuksista. Prosessia tukee se, jos teknologian kautta päätöksentekijä pystyy hankkimaan tarvittavat tiedot itse. Tulevaisuudessa olisi tärkeää, että saa-daan enemmän tietoa eri toimenpiteiden vaikuttavuudesta tunnuslukuihin, jotta päätöksiä voidaan tehdä luotettavamman tietämyksen varassa.

Local Embeddedness and Knowledge Acquisition and How They Affect Finnish Business Operations in Russia

This pilot project aims examine the factors of the Finnish subsidiaries local embeddedness, their knowledge creation capabilities and the transfer mechanisms of new practices in the context of the Russian market. The research is designed as a multiple case study conducted with a qualitative approach. The empirical data consists of the interviews of the four Finnish case companies operating in the Kaluga region and three local partner companies. The deductive and inductive approaches were employed to conduct the analysis of the data. The propositions for the future study were developed in the conclusive chapters of the research, where we propose that the factor of the economy growth and industrialization matters in terms of subsidiaries’ role dedication, their knowledge creation capabilities, and direction of the knowledge flow within the local environment.