Doranova Oy:n sidosryhmien tyytyväisyystutkimus

Abstract

Opinnäytetyön tavoitteena oli tehdä Doranova Oy:n sidosryhmille tyytyväisyystutkimus. Saatuja tuloksia käyttäen yritys voi kehittää toimintaansa ja tehdä siitä entistä asiakaslähtöisempää. Sidosryhmien tyytyväisyys on tärkeää Doranovalle, koska yritys haluaa tarjota asiakaslähtöistä palvelua ja koska heidän sidosryhmäsuhteensa voivat olla monivuotisia. Tavoitteena oli päivittää vuonna 2011 tehty tyytyväisyystutkimus ja nähdä mitkä asiat ovat sittemmin muuttuneet. Tyytyväisyystutkimusta varten valituille lähetettiin ennen puhelinhaastatteluita saatekirjeet. Saatujen tulosten analysointiin käytettiin tilastollisia menetelmiä, SWOT-analyysiä ja tuloksia verrattiin aiempiin tutkimustuloksiin. Opinnäytetyö on laadullinen tutkimus, jota täydennettiin tilastollisin menetelmin.

Kokonaisuuden kannalta sidosryhmät ovat olleet tyytyväisiä Doranovaan. Sidosryhmien mielestä Doranovan vahvuuksia ovat sen yhteistyökyky, joustavuus ja asiantuntevuus. Doranovan heikkouksiksi mainittiin yrityksen pienuudesta toisinaan johtuva resurssien puutteellisuus ja yhteydenpito. Uusia tuloksia verrattiin aiempaan tutkimukseen ja tulokset olivat samankaltaisia aiemman kanssa. Merkittävimmät erot olivat avoimen palautteen vastausten määrän kasvu, ja avointen ja suljettujen kysymysten vastausten eroavaisuudet.

Vaikka tuloksissa ei ollut suuria eroja aiemman tutkimuksen kanssa, yrityksen kannattaa tehdä tyytyväisyystutkimuksia säännöllisin väliajoin. Siten mahdolliset muutokset voidaan havaita ja niihin voidaan reagoida ajoissa. Sopiva väli voisi olla kahden vuoden välein. Doranovan kannattaa toteuttaa tyytyväisyystutkimukset puhelinhaastatteluina, jotta vastaajia saadaan riittävästi ja että laadullista tarkastelua voidaan tehdä. Tilastollisten kysymysten vastausten arvot erosivat avoimesti annetuista vastauksista. Ilman avoimia kysymyksiä ja haastatteluja osa tiedoista olisi jäänyt saamatta.

The objective of this study was to gather information about Doranova company stakeholders and their satisfaction level of Doranova. Doranova is a company that specializes in remediating contaminated soil and groundwater, and producing biogas. Stakeholders are important for this company, since Doranova wants to offer customer-based service. The modules used for remediation can be varied according to the needs of the customer. Different modules can be added together, and in needed size, in order to make successful remediation. In addition, relationships that the company has with its stakeholders can last even years, thus, maintaining the relationships is essential. Moreover, the purpose of this thesis was to update the previous satisfaction research, which was carried out in 2011, and see what has changed in four years.

This study was carried out as qualitative research, and the interviews were conducted on the telephone. However, cover letters were sent to the chosen interviewees before hand. The reason why telephone interviews were chosen for this research was to get enough of participants, and to get qualitative data. If personal interviews had been chosen, then the amount of participants would have to have been less, now the amount of chosen participants was 39. Secondly, in Internet surveys the response rate is often small. In this research 35 out of 39 chosen participants participated in total.

The new survey was kept partly similar with the previous survey, so that the results could be compared with the survey conducted in 2011. The participants were sent a cover letter before Christmas, which included information about the author of this thesis, and the purpose of the survey. The telephone interviews were conducted during January. One telephone interview lasted approximately 15 minutes. After that the answers were collected, and analyzed, and compared with the previous survey.

Quantitative methods, such as calculating average, mode, and median, were used to complement the research. Moreover, SWOT-analysis was used to analyze the results. SWOT-analysis is short for strengths, weaknesses, opportunities, and threats of the company, and it can be used for clarifying the company’s core values. The strengths and weaknesses represent the situation of the company at the moment, and the point is to use the strengths better, and to mitigate the effects of the weaknesses. The opportunities and threats represent the situation in the possible future, and how the opportunities could be used, and the threats be avoided.

The findings indicate that the stakeholders are satisfied with Doranova. According to the stakeholders, Doranova’s strengths are its ability to cooperate, flexibility, and professionalism. On the other hand, the main weaknesses handled the issues related to the small size of the company, for instance, shortages in resources, and keeping in touch with the stakeholders.

The results were compared with the previous results. The main difference between the new and previous survey, was that in the previous survey, only six persons had answered to the open feedback question, but now thirty persons answered it. The main reason for this result is the fact that the approach of the question was totally changed, and it worked well.

Secondly, another difference between the previous and new survey was with question number five, which was about how well certain adjectives describe Doranova. In the previous survey the most describing adjectives were cooperative, flexible, and customer-oriented. Now in the new survey the most describing adjectives were cooperative, flexible, and professional. The fact that adjective customer-oriented was replaced with professional, can refer to the weakness that the stakeholders told about keeping in touch with them. Some of the stakeholders wished that Doranova would keep in touch more, and that the projects would be gone through more.

Thirdly, in the new survey there was variation between the closed questions’ statistical grades, and the open feedback. For instance, question number three was if the participant had gained enough information from the company. The mode of the question was 4, but in the open feedback section many of the participants wished for more communication from the company.

The results can be concluded to be trustworthy, and they can be used to help the company to develop its services. However, the results cannot be generalized, because Doranova chose the participants for this survey, and the amount of participants is rather small.

To develop the company, Doranova could make satisfaction surveys every two years. Thus, Doranova could react to the changes in stakeholders, and in the company itself. According to the results, the company could concentrate on keeping in touch more with its stakeholders. Even though the statistical results indicated that the stakeholders are satisfied with the company, but the answers for the open questions showed that there are suggestions for development. Thus, the author of the thesis recommends that in the future, the satisfaction surveys would be conducted by telephone or by person in order to get also qualitative data. In this thesis, if statistical methods were only used, then qualitative data would not have been gotten. In this case, most of the development suggestions would not be available, if the open feedback would not have been asked on the telephone.