Bidrar ständiga förbättringar till ökad kundlojalitet?: En fallstudie inom hotellbranschen
Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
In recent decades, the business environment has witnessed numerous changes in the form of increasingly aware and demanding customers, globalization, technological advances and a greater focus on quality management. These changes have resulted in increased competition and higher demands on both the manufacturing and service industry. An industry that has witnessed this change is the hotel industry, where the competition for customers has resulted in a continually strive to exceed customer expectations.The degree of customer satisfaction has long been regarded as a key measure of an organization's competitiveness. In the new competitive business environment, it is no longer sufficient for organizations to only create satisfied customers, instead organizations must also strive to create customer loyalty. Loyal customers contribute to the organization by spending more on repurchases and by recommending the service or organization to others. A crucial factor to exceed customer expectations and thus create customer satisfaction and ultimately loyalty is to constantly strive to improve the service quality. This has led to an increased interest in Continuous Improvement as a method to improve service quality. Despite the fact that Continuous Improvement is a recognized and effective method to improve the quality of services and products, there is an absence and need of studies showing how Continuous Improvement affects the customer, and more specifically customer loyalty.The aim of this study was to examine the relationship between Continuous Improvement and customer loyalty. In order to study the relationship an explanative case study at Nordic Choice Hotels was conducted. Based on an extensive literature review two hypotheses were developed, which then were tested through a multiple linear regression analysis, using existing data. Further, a number of semi-structured interviews were conducted in order to increase the understanding of the findings from the regression analysis.The regression analysis revealed a non-significant relationship between Continuous Improvement and customer loyalty since no appropriate regression model could be fitted to the data. The lack of correlation between Continuous Improvement and customer loyalty could be traced back to the lack of linearity between the variables, which most likely was caused by a misleading indicator of customer loyalty. The findings from the statistical analysis were contradicted by the semi-structured interviews, which revealed that Continuous Improvement according to respondents was an essential part of the hotels efforts to create loyal customers. Based on the contradictory findings, the relationship needs further research in order to determine whether Continuous Improvement can be used as a method to create customer loyalty.
Place, publisher, year, edition, pages
2016. , 78 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik, Ständiga förbättringar, kundlojalitet, hotellbranschen
IdentifiersURN: urn:nbn:se:ltu:diva-55315Local ID: c30eebf8-89aa-49ec-9eae-099f145d0cb2OAI: oai:DiVA.org:ltu-55315DiVA: diva2:1028697
Subject / course
Student thesis, at least 30 credits
Industrial and Management Engineering, master's level
Validerat; 20160628 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved