Tootekvaliteedi arendamine läbi kliendirahulolu uuringu ettevõtte VOH OÜ näitel

Abstract

Käesolevas lõputöös uuriti kliendirahulolu ning toodete kvaliteeti VOH OÜ toodete näitel. Töö peamine eesmärk oli välja selgitada, kuidas saab kliendirahulolu uuringut kasutada VOH OÜ toodete kvaliteedi arendamiseks. Eesmärgi saavutamiseks alustas autor kliendirahulolu teoreetiliste aluste käsitlemisega, sealhulgas selgitati kliendirahulolu definitsiooni, toodete kvaliteedi ning kvaliteedijuhtimise põhimõtteid. Samuti anti ülevaade kliendirahulolu uurimismeetoditest, käsitledes nii kvantitatiivseid kui ka kvalitatiivseid lähenemisviise, lisaks rahuloluskoori ja soovitusindeksi (NPS) rakendamist. Ettevõtte VOH OÜ kliendirahulolu hindamiseks koostati küsimustik, mis edastati klientidele uudiskirja teel ning postitati ka sotsiaalmeedia kanalitesse. Küsitlus viidi läbi ajavahemikus 09.10.2024–15.10.2024, millele vastas kokku 101 inimest. Lisaks viidi läbi kvalitatiivsed intervjuud klientidega, kes on kasutanud VOH OÜ tooteid alates ettevõtte asutamisest, ning ka klientidega, kes on ettevõtte toodetega hiljuti tutvunud. Intervjuud toimusid nii veebis kui ka isiklikult, kestes keskmiselt 30 minutit. Kogutud andmed analüüsiti, mille tulemusena selgus kõrge rahulolu tase. Küsimustiku põhjal andis 83,2% vastanutest ehk 84 inimest oma üldiseks rahulolu hinnanguks 5 ehk "väga rahul". Lisaks mõõdeti soovitusindeksi skoor (NPS), mille puhul 74,3% vastanutest hindas tõenäosust soovitada VOH OÜ tooteid kõrgeima võimaliku punktiga (10). Kuigi üldiselt on kliendid rahul VOH OÜ toodetega, ilmnesid siiski mõned probleemsed tegurid, mis vajavad ettevõttepoolset tähelepanu. Analüüsi käigus selgus, et šampooni ja palsami tahke vorm kipub kasutamise ajal murduma või lagunema väiksemateks osadeks, mis vähendab toote kasutusmugavust ning loob mulje, et toote vastupidavus ei ole piisav. Lisaks toodi esile, et kätepesuseepi kasutamine jätab kraanikausi pinnale rasvase jäägi. Samuti väljendati ootust, et tooteportfell võiks olla laiem, pakkudes rohkem erinevaid valikuid. Kogutud andmete põhjal esitati ettevõttele järgmised parenduseettepanekud: • Tahkete šampoonide ja palsamide vastupidavuse suurendamine, mis võiks sisaldada toote koostise täiustamist ja vormi ülevaatamist, et vähendada lagunemise probleemi ning suurendada kasutusmugavust. • Kätepesuseepide koostise analüüsimine, et määrata kindlaks, milline koostisosade kombinatsioon tekitab rasvase jäägi, ning vajadusel viia läbi täiendusi või uuendusi koostises. • Uute toodete arendamine, et rahuldada laiemat klientide vajaduste spektrit, pakkudes mitmekesist tooteportfelliga lahendusi. Autor soovitab ettevõttel tulevikus rakendada regulaarseid klienditagasiside küsitluste läbiviimist, et mõõta, kas klientide rahulolu on paranenud võrreldes varasemate küsitlustega ning hinnata toodete uuenduste ning uute toodete turule toomise mõju. This thesis examines customer satisfaction with VOH OÜ products. The primary objective of the study was to determine the expectations and satisfaction levels of VOH OÜ's customers and to provide recommendations on how the company can further enhance its customer experience. To achieve this goal, the author began by discussing the theoretical foundations of customer satisfaction, including the definition of customer satisfaction, product quality, and principles of quality management. An overview of customer satisfaction research methods was also provided, addressing both quantitative and qualitative approaches, as well as the application of the Customer Satisfaction Score (CSAT) and the Net Promoter Score (NPS). A questionnaire was created to assess customer satisfaction with VOH OÜ's products, which was sent to customers via a newsletter and posted on the company’s social media channels. The survey was conducted between October 9, 2024, and October 15, 2024, with 101 respondents participating. In addition, qualitative interviews were conducted with customers who have used VOH OÜ products since the company's founding, as well as with those who recently became acquainted with the products. These interviews were carried out both online and in person, with an average duration of 30 minutes. The collected data was analyzed, revealing a high level of satisfaction. According to the survey, 83.2% of respondents, or 84 people, rated their overall satisfaction as 5, meaning "very satisfied." Additionally, the Net Promoter Score (NPS) was measured, with 74.3% of respondents giving the highest possible rating of 10 for the likelihood of recommending VOH OÜ products. Although customers are generally satisfied with VOH OÜ's products, some problematic factors were identified that require the company's attention. The analysis revealed that the solid shampoo and conditioner tend to break or crumble into smaller pieces during use, which reduces the product's usability and gives the impression that the product's durability is insufficient. Furthermore, it was noted that the use of hand soaps leaves a greasy residue on the sink surface. Customers also expressed the expectation that the product range could be wider, offering more diverse options. Based on the collected data, the following improvement suggestions were presented to the company: • Enhancing the durability of solid shampoos and conditioners, which could include improving the product's composition and re-evaluating the form to reduce the crumbling issue and improve usability. • Analyzing the composition of hand soaps to identify which combination of ingredients creates the greasy residue, and making necessary adjustments or updates to the formula. • Developing new products to meet a broader spectrum of customer needs, offering a more diversified product range. The author recommends that the company implement regular customer feedback surveys in the future to measure whether customer satisfaction has improved compared to previous surveys and to assess the impact of product updates.