Management Project
Final MP
The influence of content marketing on customer engagement
Mirthe Oosterhof
1552240
Company: Nieuwe Buitensociëteit / Theater Buitensoos
Hand in date
Word count: 8230
NHL Stenden – Hospitality Management
Leeuwarden
The Netherlands
Submitted in Partial Fulfilment of the Requirements of the degree Program
Bachelor of Arts (Hospitality Management)
,Declaration own work
Declaration
1. I composed this work myself.
2. This work has not been accepted in any previous application for a degree or diploma, by
myself or anyone else.
3. The work of which this is a record has been done wholly by myself.
4. All verbatim extracts have been distinguished by quotation marks and the sources of
information have been specifically acknowledged.
Name Mirthe Oosterhof
Relation number 1552240
Signature
Date 15 – 10 - 2020
,Abstract
This research is aimed at Theater Buitensoos, which is an event and congress location situated in
Zwolle. With the help of this research, it is expected to create more clarity on how to engage the
customers of Theater Buitensoos through content marketing. Information has been gathered via
books, journals, research papers and the performed questionnaire. A quantitative research method
has been used. The questionnaire has been distributed via social media and e-mail. A total of 268
respondents was recruited, wherefrom 242 are not familiar with Theater Buitensoos and 26 are
familiar with Theater Buitensoos. The research and statements from the literature review correspond
with the results from the questionnaire. It appears that respondents generally agree reasonably well in
their answers in what they do and do not consider important. The topics customer satisfaction, brand
image and customer trust would in theory increase the likelihood of customer engagement. The
answers from the survey have confirmed this assumption as respondents indicate that the subjects in
the questionnaire certainly influence whether or not to bond with a company. A recommendation would
be to conduct more in-depth interviews with customers of Theater Buitensoos to get a better
understanding of the reasoning behind the answers.
Keywords: content marketing, customer engagement, education and healthcare sector
, Table of Contents
Declaration own work............................................................................................................................2
Abstract..................................................................................................................................................3
1. Introduction........................................................................................................................................2
1.1 Topic Description/Context............................................................................................................3
1.2.1 Customer engagement..........................................................................................................5
1.2.2 Customer satisfaction................................................................................................................6
1.2.3. Customer Trust.........................................................................................................................7
1.2.4 Brand Image...............................................................................................................................7
1.2.5 Content Marketing.....................................................................................................................7
1.2.6 Social media...........................................................................................................................8
1.2.7 Target Groups........................................................................................................................9
1.3 Conceptual Model......................................................................................................................10
2. Method.............................................................................................................................................11
2.1 The research design....................................................................................................................11
2.2 Instrument..................................................................................................................................11
2.3 Population, Sample, Sampling Method.......................................................................................11
2.4 Procedure / Data collection........................................................................................................12
2.5 Data analysis...............................................................................................................................12
2.6 Ethical considerations.................................................................................................................12
3. Results..............................................................................................................................................13
3.1 Important factors regarding customer satisfaction....................................................................13
3.2 Important factors regarding customer trust...............................................................................15
3.3 Important factors regarding brand image..................................................................................17
3.4 Content marketing and customer engagment............................................................................19
4. Discussion.........................................................................................................................................21
4.1 Customer satisfaction.................................................................................................................21
4.2 Customer trust............................................................................................................................21
4.3 Brand image................................................................................................................................22
4.4 Content marketing......................................................................................................................22
4.5 Customer engagement...............................................................................................................22
4.6 Limitations..................................................................................................................................23
4.7 Overall conclusion......................................................................................................................23
4.8 Reflection....................................................................................................................................24
5. Recommendations............................................................................................................................25
1
Final MP
The influence of content marketing on customer engagement
Mirthe Oosterhof
1552240
Company: Nieuwe Buitensociëteit / Theater Buitensoos
Hand in date
Word count: 8230
NHL Stenden – Hospitality Management
Leeuwarden
The Netherlands
Submitted in Partial Fulfilment of the Requirements of the degree Program
Bachelor of Arts (Hospitality Management)
,Declaration own work
Declaration
1. I composed this work myself.
2. This work has not been accepted in any previous application for a degree or diploma, by
myself or anyone else.
3. The work of which this is a record has been done wholly by myself.
4. All verbatim extracts have been distinguished by quotation marks and the sources of
information have been specifically acknowledged.
Name Mirthe Oosterhof
Relation number 1552240
Signature
Date 15 – 10 - 2020
,Abstract
This research is aimed at Theater Buitensoos, which is an event and congress location situated in
Zwolle. With the help of this research, it is expected to create more clarity on how to engage the
customers of Theater Buitensoos through content marketing. Information has been gathered via
books, journals, research papers and the performed questionnaire. A quantitative research method
has been used. The questionnaire has been distributed via social media and e-mail. A total of 268
respondents was recruited, wherefrom 242 are not familiar with Theater Buitensoos and 26 are
familiar with Theater Buitensoos. The research and statements from the literature review correspond
with the results from the questionnaire. It appears that respondents generally agree reasonably well in
their answers in what they do and do not consider important. The topics customer satisfaction, brand
image and customer trust would in theory increase the likelihood of customer engagement. The
answers from the survey have confirmed this assumption as respondents indicate that the subjects in
the questionnaire certainly influence whether or not to bond with a company. A recommendation would
be to conduct more in-depth interviews with customers of Theater Buitensoos to get a better
understanding of the reasoning behind the answers.
Keywords: content marketing, customer engagement, education and healthcare sector
, Table of Contents
Declaration own work............................................................................................................................2
Abstract..................................................................................................................................................3
1. Introduction........................................................................................................................................2
1.1 Topic Description/Context............................................................................................................3
1.2.1 Customer engagement..........................................................................................................5
1.2.2 Customer satisfaction................................................................................................................6
1.2.3. Customer Trust.........................................................................................................................7
1.2.4 Brand Image...............................................................................................................................7
1.2.5 Content Marketing.....................................................................................................................7
1.2.6 Social media...........................................................................................................................8
1.2.7 Target Groups........................................................................................................................9
1.3 Conceptual Model......................................................................................................................10
2. Method.............................................................................................................................................11
2.1 The research design....................................................................................................................11
2.2 Instrument..................................................................................................................................11
2.3 Population, Sample, Sampling Method.......................................................................................11
2.4 Procedure / Data collection........................................................................................................12
2.5 Data analysis...............................................................................................................................12
2.6 Ethical considerations.................................................................................................................12
3. Results..............................................................................................................................................13
3.1 Important factors regarding customer satisfaction....................................................................13
3.2 Important factors regarding customer trust...............................................................................15
3.3 Important factors regarding brand image..................................................................................17
3.4 Content marketing and customer engagment............................................................................19
4. Discussion.........................................................................................................................................21
4.1 Customer satisfaction.................................................................................................................21
4.2 Customer trust............................................................................................................................21
4.3 Brand image................................................................................................................................22
4.4 Content marketing......................................................................................................................22
4.5 Customer engagement...............................................................................................................22
4.6 Limitations..................................................................................................................................23
4.7 Overall conclusion......................................................................................................................23
4.8 Reflection....................................................................................................................................24
5. Recommendations............................................................................................................................25
1
