Customer Satisfaction and Loyalty Investigation at Den Blå Planet

Martin Planck Svendsen & Thomas Stoltenborg

Student thesis: Master thesis


This thesis investigates customer satisfaction and – loyalty and how customer experience drives these two factors at the Danish aquarium “Den Blå Planet”, DBP. Through an examination of various fiscal reports, it has become apparent that DBP are experiencing some difficulties in relation to the number of visiting customers. Due to the outskirt of the project, the research is limited to Danish customers only. The thesis is structured as an empirical research study, which aims to operationalize the conceptual theoretical framework EPSI. Through the use of EPSI, a SEM-model is developed in order to contemplate the most essential satisfaction- and loyalty-drivers. Accordingly, the thesis aims to identify an unbiased response in order to solve the difficulties, experienced by DBP. The research is done in two steps: 1) qualitative and 2) quantitative. The research is commenced by personal interviews, followed by the quantitative research based on a questionnaire of 55 questions, comprising 227 respondents. Through the qualitative research, several service aspects are found to impact satisfaction and loyalty. It is concluded that especially price, expectations, employees, diversity of animals and finally, learning and activities is crucial in the customers evaluation process. However, image, interior design and the cafes are also found to have an influence. The results of the quantitative research shows that the Danish customers at DBP can be divided into six segments. Through SEM, the quantitative research further shows that four factors affect customer satisfaction in a positive direction, these being: “Expectations”, “Aquariums”, “Information and atmosphere” and “Mobility”. “Expectations” and “Information and atmosphere” respectively, are the two factors, which affect customer satisfaction the most. As the reliability and validity of the model is tested, the conclusions drawn from the model are much less precarious, had they been based on a regression model. The thesis proceeds to recommend the implementation of six initiatives, in order for DBP to increase customer satisfaction and –loyalty. These are subsequently divided into the categories: low, medium and high, depending on their required resources for a successful implementation. The recommendations include the use of nudging and virtual reality, tracking the guests, an improvement of the “create your own fish” area, real-size plastic figures of fish and finally, daily quizzes.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
Publication date2018
Number of pages104