Aligning Expectations: A Study of the Customer Service in Lagkagehuset

Ida Busborg Christensen

Student thesis: Master thesis


The purpose of this thesis is to study the expectations towards the customer service of Lagkagehuset based on their brand and how the internal communication supports shop assistant’s ability to meet these expecta-tions. A comparison is made between the available communication before and after an intranet app is intro-duced. The organisation’s value proposition and corporate identity is analysed in order to understand the base of a customer’s expectations. A sample of customers were sent an online questionnaire intended to reveal their expectations and actual experiences with the brand. Subsequently, store employees were interviewed using in-depth semi-structured interviews intended to reveal their perspective of the customer service situation and the internal communication resources and channels. The channels and resources were analysed using the cus-tomer and employee perspectives with the purpose of testing how they support the expectation set by cus-tomers and the corporate identity. The study leans on research conducted by the Salanova, Agut & Peiró (2005), which suggests that organisational resources can affect the employees’ performance and furthermore have an effect on customers’ perception of their performance which hereby could affect their loyalty posi-tively as well as theories which suggests that employees need the necessary information through effective channels in order to perform optimally. Therefore, the study works from the idea that the necessary infor-mation is what customers expect. The analysis showed that the corporate identity of Lagkagehuset had resulted in expectations for product guidance as part of their customer service. The expectations were not limited to one or two types of infor-mation. Instead the survey showed that customers had developed expectations for a broad array of product information. However, upon analysis, the resources available for distribution of product information did not match the expectations of the customers. Additionally, the communication channels utilized before the app did not succeed in reaching the employees and the app channel has not initially succeeded in getting employ-ees to use the resources. Thus, since the resources and channels are less than desirable, the organisation might have untapped potential for growth. A few suggestions were made to increase the relevance of the re-sources and the channel’ activity. These included exploiting the employees’ experiences as important assets, generating communication about the resources available and making the resources available at the centre of the customer service situation.

EducationsCand.ling.merc Erhvervssprog og International Erhvervskommunikation (Multikulturel Kommunikation i Organisationer), (Graduate Programme) Final Thesis
Publication date2020
Number of pages108