Customer Satisfaction Survey for an E-commerce Company : Case: Omenamies

Abstract

This thesis was commissioned by Leino Imports Turku. Omenamies is an online store, which sells the products the commissioning company imports. The objective of the research was to examine how satisfied customers are with Omenamies and how their experience could be improved. The company is also thinking about setting up a physical shop in Raisio and wants to find out if interest towards it exists. Hence, the main research questions were ‘what is the current level of satisfaction among Omenamies’ customers’, ‘what action should Omenamies take in order to improve customer satisfaction’ and ‘should Omenamies set up a physical shop in Raisio’. The research was conducted using an online questionnaire that was sent to the sample via email.

Altogether 114 responses were obtained. There were more male than female respondents and all age groups were represented. Majority of the questions were statements about Omenamies to which respondents were asked to answer on the Likert scale (from 1 to 5) depending on if they agreed or disagreed with the statement in question. Respondents mostly agreed with the statements. Most respondents agreed that placing an order and paying for it are easy. The statements with which respondents disagreed most were about customer service and its promptness. However, the number of respondents for these statements was fairly low. Only 16 respondents had contacted customer service and could therefore assess it. Respondents were asked to give feedback to Omenamies in the open-ended questions at the end of the questionnaire. Most respondents wished for better product quality and a wider selection of products.

Based on the results, it seems that Omenamies’ customers are generally satisfied with most things they encounter when shopping at Omenamies. However, there seems to be room for improvement in product related issues. A more careful inspection and testing of the goods upon arrival could be beneficial as well as taking poor quality items off the selection and replacing them with superior products. Another significant issue, which the company needs to solve, is its current lack of an updated marketing plan. This thesis provides several tools and strategies, which will hopefully help the company when rewriting the plan. In conclusion, improvement is needed in some areas more than others, but generally the results are positive.