Klientide rahulolu analüüs Eesti teleteenuste pakkujate näitel

Abstract

Tänapäeval lisandub turule aina rohkem teleteenusepakkujaid, kelle vahel on suur konkurents. Ettevõttele on oluline, et nende püsikliendid oleksid enda praeguse teenusega rahul, et püsida konkurentsis. Kuna teleteenuseid on Eesti turul mitmeid, on tähtis saada klientidelt teenuse kohta üldist tagasisidet, et enda teenust vastavalt klientide ootustele parandada. Käesoleva töö uurimisprobleemiks on, et mis mõjutab klientide rahulolu teleteenusetega praeguses olukorras, kus see teenuste turg on muutumas. Teleteenuste teemalisi uuringuid on võrreldes mitmete valdkondadega läbi viidud vähe, mistõttu käesolev uuring annab kasulikku infot, millised trendid on sellele turul toimumas. Antud uurimistöö eesmärgiks on välja selgitada klientide rahulolu Eestis pakutavate teleteenustega. Autor viis läbi ankeetküsitluse, kus kasutati ka SERVQUAL teoorial põhinevat analüüsi, mida kohandati vastavalt teemale. Küsimustik viidi läbi mugavusvalimi alusel ja sellele kogunes 88 vastust. Kliendirahulolu uuringu tulemusel selgus, et vastajate ootused on kõrgemad kui tajutav kogemus põhilise teleteenusega olnud on. Suurimateks murekohtadeks ilmnesid probleemid teenuse ja kanalite kvaliteedi, sisu uuenemise ja teenusepakkuja personaliga. Analüüsi tulemustele põhinedes tõi töö autor välja teleteenuste pakkujatele võimalikud parendusettepanekud. Bakalaureuse töö autor on veendunud, et välja pakutud lahendused teleteenusepakkujatele suurendavad kliendirahulolu.

Today, more and more TV service providers are being added to the market, with high competition between them. It is important fot the company that its customers are satisfied with their current service in order to remain competitive. Since there are many TV services on the Estonian market, it is important to receive general feedback from customers about the service in order to improve their service according to customer expectations. The problem of research in this work is what affects customer satisfaction with television services in the current situation where this service market is changing. There is little research on television services compared to a number of areas, so this study provides useful insight into the trends in this market. The aim on this survey is to determine customer satisfaction with the TV services offered in Estonia. The author conducted a questionnaire using the SERVQUAL theory-based analysis, which was adapted according to the subject. The questionnaire was conducted on the basis on a convenience sample and collected 88 answers. The customer satisfaction survey revealed that respondents expectations were higher than the perceived experience with the basic TV service. The biggest concerns were issues with the quality of service and channels, content updating and service provider staff. Based on the results of the analysis, the author of the work outlined possible improvement proposals for television service providers. The author of the undergraduate paper is convinced that the proposed solutions for television service providers will increase customer satisfaction.