|Nowadays measuring customer satisfaction constitutes an important part of a company’s
business since it provides valuable information about customers' expectations, preferences
and experiences. By measuring customer satisfaction, a company can gain essential insights
on how to improve their business. Satisfied customers are of utmost importance for a
company since they are more likely to become loyal customers. This is desirable for a
company based on the fact that loyalty promotes growth and profit. In order to achieve high
customer satisfaction, it is important that the company has information about what underlying
factors that are most valuable to measure.
This study aims to describe why measuring customer satisfaction is important and how Volvo
Penta could work with measuring customer satisfaction. This includes describing essential
factors that should be measured as well as the implications that a measurement can result in.
The study has applied a qualitative approach where the empirical data has been collected
through nine interviews and internal meetings at Volvo Penta. The empirical findings together
with the theoretical framework have formed the basis for the analysis.
The main result of the study shows that measuring customer satisfaction is important, and that
it is something that both companies and customers appreciate. Measuring customer
satisfaction is essential in order to keep a business successful. This can be explained by the
fact that a measurement results in a company having the opportunity to identify areas that
they can improve. To create satisfied customers and maintain them over time has been shown
to be necessary in order to create customer loyalty. Finally, the study also finds that it is
essential to measure the right factors to gain valuable insight from the customers. These
factors have been found to be quality, availability, timeliness, communication, employee
courtesy and retailers.
|Industriell och finansiell ekonomi
|Measuring Customer Satisfaction - A study regarding measuring customer satisfaction at Volvo Penta's authorized dealers
|University of Gothenburg/Department of Business Administration
|Göteborgs universitet/Företagsekonomiska institutionen