Customer satisfaction of Suomen Lähikauppa : a case study of Valintatalo Kivikko

Valintatalo Kivikko, a supermarket in the Suomen Lähikauppa Oy group, commissioned a survey in July 2016 to evaluate customer satisfaction and the expectations of its customers. This thesis seeks to answer two questions namely; 1. What is the current satisfaction level of customers? 2. What are the future expectations and desires of the customers? The results would be used in future to develop areas of customer concerns. The theoretical section defines customer satisfaction, and describes its importance to companies and ways of measuring it. Satisfaction was studied in relation to product selection and availability, pricing, discounts and offers as well as personnel services. The survey combines quantitative and qualitative methods to collect data in the form of a self-completed questionnaire. The research targeted all customers visiting the shop during the distribution period on July 29 2016. Respondents were asked to participate voluntarily, those who could not fill in the questionnaire on the spot were free to take it home and return before July 5 2016. A total of 300 questionnaires were distributed with the aim of getting 221; however, only 101 were returned. The results of the survey were analysed in excel and are presented in the report in the form of graphs and discussion. Based on the literature and survey results, the customers in Valintatalo Kivikko are satisfied with the level of customer service, products variety and availability and pricing. However, recommendations are made based on customer suggestions and hopes for the future. A further research study is recommended in the future to evaluate the level of customer satisfaction after the store’s conversion to K-market