Kliendirahulolu uuring Mimi Disain OÜ näitel

Abstract

Lõputöö koostamisel on läbi töötatud turundusalased teoreetilised allikad, millest on töös välja toodud kõige olulisem informatsioon, käsitledes klienti, tarbija ostukäitumist ja rahulolu. Töö tulemustest saab järeldada, et klient on see, kes ettevõtjale palka maksab. Olenemata tegevusvaldkonnast pole ilma klientideta ettevõttel pikka tulevikku. Eriti tähtis on hoida lojaalseid püsikliente, kes annavad andeks üksikud eksimused ja toovad kokkuvõttes ettevõttele palju rohkem kasu, kui suur hulk juhukliente. Tarbija käitumist on üldiselt keeruline ette ennustada, kuid nad on kergesti mõjutatavad ja kaupmehel on selle jaoks palju erinevaid võimalusi. Põhjalikult on tutvutud Mimi Disaini töö- ja toodetega ning igapäevaselt on end kursis hoitud ettevõtte uute tegemistega. Uuritud on ettevõtte tulevikuplaanide ja eesmärkide kohta ning seoses sellega on hoitud pidevat kontakti Mimi ühe juhatuse liikme ja turundusjuhi Merilin Neeringuga. Läbi on viidud elektroonilisel teel küsitlus Mimi klientide seas. Küsimustik hoiti Mimi Disaini Facebooki lehel üleval 22.03.18-29.03.18 ning saadeti klientidele meilitsi. Ankeetküsimustikule vastas 511 inimest. Küsitluse tulemustest selgus, kes on keskmine Mimi klient ning millised on tema ootused nii toodete kui ka klienditeeninduse kohta. Vastajad hindasid Mimi Disaini e-poodi, esinduskauplust, tooteid ja teenindust. Vastustest kajastus üldist rahulolematust pigem vähe, kuid siiski tuli välja analüüsist palju ettepanekuid, mis ettevõtte arengule kaasa aitaksid. Sissejuhatuses tõstatatud uurimisväide, et tänapäevaklient ootab ostult lisaks heale tootele/teenusele ka lisaväärtust sai tõestust. Valdav enamus vastajatest peab kaupluse lisaväärtuseks näiteks püsikliendiprogrammi ja tasuta tarnet e-poest. The following graduation thesis Customer Satisfaction Survey Based on Mimi Disain is about customer’s opinion of Estonian children’s clothing company Mimi Disain. The purpose of this survey is to identify the level of satisfaction among the customers of Mimi, regarding the products, customer service and the company itself. The results of the theses are addressed to the Mimi Disain enterprise. These results will show the enterprise customer’s wishes, needs and the level of satisfaction. Satisfaction survey is important to the enterprise which aim is to develope the business. Mimi’s further purpose is to grow the business in Estonia and enter to the markets in Germany and Finland. The theoretical part of the thesis consists the theory of relationship between the customer and company, the consumer purchasing behaviour and customer satisfaction. This part gives the ideas how to influence and satisfy customers. The theoretical part shows that the client pays worker’s salary and is very important to an enterprise. Moreover it is especially important to keep loyal customers, who forgive the individual mistakes and bring a lot more benefits to the company than a large number of regular clients. The empirical part of this thesis includes an overview of the Mimi Disain and analysis of the survey results. The empirical part was conducted in March 2018. The subjects of this study were all the Mimi’s clients who have visited studio or e-store. The customer satisfaction survey was conducted as an electronic questionaire on the Mimi Disain Facebook page, which had 15 372 followers at this time. The questionaire was opened for a week and received 511 answers during this time. Also, all participants received a price in form of 5€ discount code. In conclusion the results of the survey show who the average Mimi’s customer is and what are the customer’s expectations about products and customer service. Respondents rated Mimi’s e-store, studio shop, products and services. The overall dissatisfaction with the responses was rather small but there were a lot of suggestions that could help the development of the company. The majority of responses show that customers expecting an extra value addition to product for example a loyalty program and free delivery from the e-store.