Klienditagasisidesüsteemi kavandamine osaühingus Lenses.ee
Laen...
Kuupäev
2026
Kättesaadavus
Suletud / Closed, korraldus nr. 6-1.PK/115
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Eesti Maaülikool
Abstrakt
Kliendisuhe kujuneb e-kaubanduses enamasti ilma vahetu füüsilise kontaktita, mistõttu sõltub ettevõtte konkurentsivõime üha enam sellest, kui hästi suudetakse mõista kliendi tegelikku kogemust ja selle kujunemist mõjutavaid tegureid. Eriti oluline on see püsiklientide puhul, kes väärtustavad eeskätt ajasäästu, ostuprotsessi sujuvust ja vähest pingutust ning kelle rahulolematus ei pruugi väljenduda aktiivses tagasisides.
Käesoleva bakalaureusetöö eesmärk on kavandada Lenses.ee OÜ-le klienditagasisidesüsteemi kontseptsioon.
Töö teoreetilises osas selgitatakse, millised kliendikogemuse valdkonnad ja tulemusnäitajad on asjakohased klienditagasisidesüsteemi kavandamisel e-kaubanduse kontekstis. Selleks käsitletakse esmalt kliendisuhte konteksti e-kaubanduses, sh osturutiini, tajutud väärtuse ja lojaalsusprogrammi rolli, seejärel e-teenuse kvaliteedi valdkondi, kliendi koondhinnanguid ja lojaalsusnäitajaid ning lõpuks kliendikeskset juhtimist. Empiiriline uuring viidi läbi juhtumiuuringuna Lenses.ee OÜ näitel, kasutades kliendi- ja juhtkonnaküsitlusi. Kliendiküsitluse sihtrühma kuulus 275 klienti, kellest vastas 12 ning juhtkonna küsitlusele vastas üks ettevõtte esindaja. Tulemuste tõlgendamisel kasutatakse taustainfona ettevõtte kliendisuhete haldamise süsteemi (CRM) tellimusandmeid ning lojaalsusprogrammi ja kliendistaatuse teadlikkust puudutavaid tähelepanekuid.
Tulemused näitasid, et Lenses.ee veebipoe peamised tugevused on klientide hinnangul veebikeskkonna kasutusmugavus, tellimuse usaldusväärne täitmine ning töökindlus ja turvalisus. Need valdkonnad said väga kõrged hinnangud ning olid seotud kõrge rahulolu, madala tajutud pingutuse ja tugeva soovitamisvalmidusega. Klienditeeninduse ja probleemilahenduse plokk ei rakendunud ühegi vastaja puhul vahetult, mis osutab sellele, et vaadeldud kliendirühma kogemus tugineb eeskätt iseseisvalt toimivale põhiteenusele. Samuti ilmnes, et lojaalsusprogrammil võib olla toetav, kuid mitte keskne roll.
Klientide hinnangute ja juhtkonna prioriteetide kõrvutamisel ilmnes võimalik strateegiline infolõhe ehk Gap 1 risk: kliendid pidasid kõige olulisemaks veebikeskkonna kasutusmugavust ja ostuprotsessi sujuvust, juhtkonna rõhuasetus oli aga tugevamalt seotud klienditeeninduse ja probleemilahendusega. Töö praktilise väljundina sõnastati Lenses.ee OÜ-le sobiv lühike, tehingupõhine ja suletud ahelaga mikrotagasisidesüsteemi kontseptsioon. Tulemuste üldistatavust piiravad väike valim ja madal vastamismäär.
In e-commerce, customer relationships are usually formed without direct physical contact, which means that a company’s competitiveness increasingly depends on how well it understands the customer’s actual experience and the factors shaping it. This is especially important in the case of repeat customers, who value time savings, a smooth purchasing process and low effort and whose dissatisfaction may not be expressed through active feedback. The aim of this bachelor’s thesis is to design a customer feedback system concept for Lenses.ee OÜ. The theoretical part of the thesis identifies the customer experience dimensions and outcome indicators relevant for designing a customer feedback system in e-commerce. It examines the context of customer relationships in e-commerce, including purchase routine, perceived value and the role of loyalty programmes, as well as the dimensions of e-service quality, customers’ overall evaluations, loyalty indicators and customer-centric management. The empirical study was conducted as a case study of Lenses.ee OÜ using customer and management surveys. The target group of the customer survey consisted of 275 customers, of whom 12 responded, while the management survey was completed by one company representative. The interpretation of the results was supported by the company’s customer relationship management (CRM) order data and observations related to the loyalty programme. The results showed that the main strengths of the Lenses.ee online store were website usability, reliable order fulfilment, and system reliability and security. These dimensions received very high ratings and were associated with high satisfaction, low perceived effort and strong willingness to recommend. The customer service and problem resolution block did not apply directly to any respondent, suggesting that the observed customer group relied primarily on a smoothly functioning core service. The findings also indicated that the loyalty programme may play a supportive rather than central role. A comparison of customer evaluations and management priorities revealed a possible strategic information gap, or Gap 1 risk: customers considered website usability and a smooth purchasing process the most important, whereas management placed greater emphasis on customer service and problem resolution. As a practical outcome, the thesis proposes a short, transaction-based, closed-loop micro-feedback system concept for Lenses.ee OÜ. The generalisability of the findings is limited by the small sample size and low response rate.
In e-commerce, customer relationships are usually formed without direct physical contact, which means that a company’s competitiveness increasingly depends on how well it understands the customer’s actual experience and the factors shaping it. This is especially important in the case of repeat customers, who value time savings, a smooth purchasing process and low effort and whose dissatisfaction may not be expressed through active feedback. The aim of this bachelor’s thesis is to design a customer feedback system concept for Lenses.ee OÜ. The theoretical part of the thesis identifies the customer experience dimensions and outcome indicators relevant for designing a customer feedback system in e-commerce. It examines the context of customer relationships in e-commerce, including purchase routine, perceived value and the role of loyalty programmes, as well as the dimensions of e-service quality, customers’ overall evaluations, loyalty indicators and customer-centric management. The empirical study was conducted as a case study of Lenses.ee OÜ using customer and management surveys. The target group of the customer survey consisted of 275 customers, of whom 12 responded, while the management survey was completed by one company representative. The interpretation of the results was supported by the company’s customer relationship management (CRM) order data and observations related to the loyalty programme. The results showed that the main strengths of the Lenses.ee online store were website usability, reliable order fulfilment, and system reliability and security. These dimensions received very high ratings and were associated with high satisfaction, low perceived effort and strong willingness to recommend. The customer service and problem resolution block did not apply directly to any respondent, suggesting that the observed customer group relied primarily on a smoothly functioning core service. The findings also indicated that the loyalty programme may play a supportive rather than central role. A comparison of customer evaluations and management priorities revealed a possible strategic information gap, or Gap 1 risk: customers considered website usability and a smooth purchasing process the most important, whereas management placed greater emphasis on customer service and problem resolution. As a practical outcome, the thesis proposes a short, transaction-based, closed-loop micro-feedback system concept for Lenses.ee OÜ. The generalisability of the findings is limited by the small sample size and low response rate.
Kirjeldus
Bakalaureusetöö
Maamajandusliku ettevõtluse ja finantsjuhtimise õppekaval
Märksõnad
bakalaureusetööd, klienditagasisidesüsteem, e-kaubandus, e-teenuse kvaliteet, kliendirahulolu, kliendilojaalsus