Customer satisfaction survey and development plan for case company Vaihmalan Hovi

The objective of this Bachelor’s thesis is to research the current state of customer satisfaction in Vaihmalan Hovi and to create a development plan for the future according to the findings. Vaihmalan Hovi is a fairly new private family owned hotel-restaurant situated in Lempäälä, Pirkanmaa. Thesis is commissioned by Vaihmalan Hovi and conducted by the cooperation of two authors to analyse the topic in depth. Purpose of this thesis is to find how Vaihmalan Hovi is doing from the customer point of view? Moreover, the mission is to figure out what can Vaihmalan Hovi do to provide and create more memorable and meaningful visits for the customers. Research of this thesis is mainly based on quantitative research method multiple choice questionnaire. Online reviews, liter-ature review and mystery shopping create the qualitative base for the thesis. The study was conducted in the timeline of October 2014 - November 2014 with the respondent rate of 92. Mystery shopping was used for data gathering in the timeline of December 2014 - January 2015. Thesis begins by Vaihmalan Hovi company introduction. Secondly theoretical framework co-vers the most important key concepts concerning customer satisfaction, -loyalty and –experience. Also customer satisfaction measurement and mystery shopping as a research method is defined. This is followed by definition of research methodology which is quantitative research. Data collection process and its key concepts – scope, reliability, validity and limitations are gone through. This leads the reader to the analysis of reviews already made online. Subsequently backgrounds of questionnaire respondents are revealed. Then answers of the questionnaire and mystery shopping findings are analysed. Finally development plan and conclusions made by the authors are introduced. Last chapter defines the suggestions for future research. The results indicate the need for customer satisfaction measurement also in the future