Kundekontaktpunkters sammenhæng med Tilfredshed og Loyalitet i Tivoli

Abstract

The purpose of this thesis is to identify how customer touch points drive customer experience, satisfaction and loyalty in Tivoli. The research design is an empirical study that operationalizes the conceptual model based on theoretical research, by developing a structural equation model in order to identify customer touch points that drive customer experience, satisfaction and loyalty in Tivoli. The empirical study is initiated by a qualitative research of street interviews and focus group interviews, which is followed by a quantitative research based on a questionnaire survey with 309 respondents. The results of the qualitative data analyzed, show that the guests associate nine customer touch points with Tivoli, which are respectively; 1. 'Flowers and atmosphere' 2. 'Rides' 3. Exclusive restaurant and to go diners' 4. 'Music and stage' 5. 'Staff' 6. 'Operational factors' 7. 'Price' and 8. 'Stalls and games'. The first eight are driven by functional values, which all contribute to the ninth customer touch point, defined as 9. 'The Tivoli feeling', driven by emotional values. The results of the quantitative data analyzed, identify three segments, which have different reasons for visiting Tivoli; 1. to go for a walk in the park, experience the flowers and enjoy the atmosphere 2. to watch a show or a concert and 3. to try the rides. Furthermore the quantitative data analyzed, are used to develop a structural equation model, which provide evidence that four customer touch points; ‘Staff’, ‘Price’, ‘Rides’ and ‘Flowers and atmosphere’ influence customer experience, defined as 'The Tivoli feeling', satisfaction and loyalty in Tivoli, where ‘Staff’ and ‘Price’ have the highest impact on 'The Tivoli feeling'. Furthermore this thesis identify the following four recommendations, which presents specific initiatives, in terms of handling the customer touch points in order to increase 'The Tivoli feeling', 'Satisfaction' and 'Loyalty': 1. manage customer touch points holistically, as a customer journey influencing 'The Tivoli feeling' 2. increase the involvement of the staff, in terms of creating unique experiences for the guests 3. create perceived value for money for the guests by communicating the advantages of Tivoli´s different season passes 4. maintain current level of experience on the customer touch points; ‘Flowers and atmosphere’ and ‘Rides’.