Improving Customer Perceived Value at the Liberty Program, Naples Italy : MBA-thesis in marketing

Detta är en Magister-uppsats från Högskolan i Gävle/Institutionen för ekonomi

Författare: Elinor Johnson; [2008]

Nyckelord: segmentation;

Sammanfattning: Aim: This study is based upon the premise that creating value is the basis for all businesses (Grant, 2002; Day, 1990; Porter, 1996; Woodruff, 1997). The research problem and ultimate purpose of the study is to determine how customer perceived value can be improved at the Liberty Program, Naples Italy. The objective is thus to identify specific value and non-value contributing factors, identify commonalities within the target audience and thereby make suggestions for short, medium and long-term improvements. The long term goals of this study are to find and implement ways to boost program participation as well as satisfaction levels.   Method: The literature review examines the concepts of customer perceived value and satisfaction, communication, relationship marketing and segmentation, thus laying the grounds for a basic understanding of the subject matter. The empirical study is based on an extensive data collection process with data collected from over 200 customers in both qualitative and quantitative form, achieved by a survey and customer interviews. The goals and objectives of the study are accomplished by analyzing collected data and thereby identifying key customer characteristics and key drivers of value perception. A service improvement plan is thereby constructed consisting of suggestions for implementing a continuous improvement plan with short, medium and long term goals.   Result & Conclusions: The literature review concludes that customer value perceptions are based upon a variety of factors and takes place both pre, during and post the transaction. Including the customer in the integrated value-creating process is found to be a critical element to success and in maintaining customer satisfaction and should thus be the basis for marketing communication. Empirical research establishes that product related issues have the highest impact on customer satisfaction at the Liberty Program, Naples Italy, arguably because they are the core and thus expected service. A number of short term (quick) fixes are suggested to quickly respond to customer comments and thus increase trust and establish a sense of co-creation of value with the customers. Having established the main demographics of the target audience, steps to develop more effective communications are also presented.   Suggestions for future research: Future research should focus on exploring new channels of communication to reach a young and increasingly technologically savvy target audience. Cross-examination of other Liberty Programs could also present some useful programming as well as marketing communications ideas.   Contribution of the thesis: Other military installations could benefit from this study as various locations share the same (constantly rotating) customer base.

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