1
Table of contents
Declaration own work............................................................................................................................. 1
Entry form thesis................................................................................................................................. 2
Table of contents.................................................................................................................................... 4
Abstract.................................................................................................................................................. 5
1. Introduction...................................................................................................................................... 6
1.1 Problem description............................................................................................................ 6
1.2 Purpose and relevance of the study..........................................................................................7
1.3 Literature review........................................................................................................................ 7
1.4 Conceptual model................................................................................................................... 12
1.5 Research objectives................................................................................................................ 13
2. Method.......................................................................................................................................... 14
2.1 Instrument......................................................................................................................... 14
2.2 Sampling................................................................................................................................. 15
2.3 Procedure and Data collection................................................................................................ 16
3. Results.......................................................................................................................................... 17
3.1 Characteristics......................................................................................................................... 17
3.2 Shop preferences.................................................................................................................... 19
3.3 Product preference.................................................................................................................. 19
3.4 Service quality determinants................................................................................................... 21
3.5 Online shopping...................................................................................................................... 21
3.6 Service demand...................................................................................................................... 23
4. Discussion........................................................................................................................................ 25
4.1 Buyer characteristics of potential buyers.................................................................................25
4.2 Shop preference for the delivery service................................................................................26
4.3 Potential products for the delivery service...............................................................................26
4.4 Service quality requirements................................................................................................... 26
4.5 Online shopping...................................................................................................................... 27
4.6 Service demand...................................................................................................................... 28
4.7 Extent of demand for the online delivery service.....................................................................28
4.8 Limitations............................................................................................................................... 29
5. Recommendations............................................................................................................................ 30
5.1 Recommendation for the business practice and education.....................................................30
5.2 Recommendations for further research...................................................................................31
6. References....................................................................................................................................... 31
7. Appendices....................................................................................................................................... 32
Appendix 1: Shop preferences divided by buyer characteristics cross tables...............................32
Appendix 2: Online shopping experience divided by buyer characteristics cross tables...............34
Appendix 3: Added value opinion divided by buyer characteristics cross tables...........................35
Appendix 4: probability of using the service in the future divided by buyer characteristics mean
and standard deviation.................................................................................................................. 37
Appendix 5: Questionnaire............................................................................................................ 38
, 2
Abstract
Medisch Centrum Leeuwarden, online delivery service, demand, customer segmentation, service
quality
The Bedrijfshoreca of Medisch Centrum Leeuwarden is thinking of new ways to improve its business.
Therefore a research on the demand for an online delivery service was needed. This descriptive
research therefore answers the following problem statement: ''To what extent is there a demand for an
online delivery service from the different shops of Medisch Centrum Leeuwarden?'' This study is
supported by literature on online shopping, customer segmentation and service quality. The sample for
this research was 278 respondents. These respondents were the visitors of Medisch Centrum
Leeuwarden. During their visit to The Medisch Centrum Leeuwarden they received a questionnaire in
the restaurant of the Bedrijfshoreca. In total 206 respondents filled out the questionnaire. Based on the
findings of this questionnaire the main conclusion from this report is that for most customer segments
there is enough demand for the online delivery service to become a possible success. To increase the
success of the service it is recommended to investigate on how to attract the less interested segments
to the service and to create a marketing plan. The largest limitation that was found was the unequal
division of customer segments and therefore affected conclusions made.
, 3
1. Introduction
This descriptive research is investigating the demand for an online delivery service from the different
shops in Medisch Centrum Leeuwarden. The motivation for this new online delivery service is the
currently large, but competitive online shopping trend. Online shopping can be seen as highly used in
the Netherlands and therefore more and more physical shops find their way to the world wide web
(Nielsen, 2014). In this competitive market it is important for organizations to focus on the needs of the
customers and to seek for what is important for them (Mokhtarian, 2004).
This study is supported by literature on customer market segmentation to get an insight into
the different needs and wants for a service between different customer market segments. Also, service
quality standards will be taken into account in order to manage the expectations for the service (Kotler,
Bowen and Makens, 2010). Through this research the possible success of the service when
implementing it, can be determined. By collecting this information the management of the
Bedrijfshoreca can make a decision on implementing this service in the future.
1.1 Problem description
The Bedrijfshoreca of Medisch Centrum Leeuwarden (MCL) consists of a restaurant, a banqueting
department and a gift shop called Day2Day. Currently the Bedrijfshoreca of the MCL is thinking of
new services in the Day2Day shop to reach more customers, show more hospitality towards the
guests and increase its revenue. The current idea for a new service for the Day2day shop is the
offering of an additional online delivery service to potential customers who cannot visit the MCL
directly, but would like to send a gift to a patient in the MCL hospital. The potential customers for the
new proposed delivery service can be seen as the acquaintances and family of patients in the MCL
hospital, who cannot visit the shops in the MCL directly for several reasons. With the new online
delivery service the possibility for this will be created as gifts can be ordered online and will be
delivered to the patient, without any traveling being needed. Before this research there was no
knowledge about the demand or customer expectations for this online delivery service in the MCL yet
and therefore research on this topic was required.
The delivery service will be based in the Day2Day shop, but also seeks for a joint collaboration
with the other separately owned shops in the MCL; Etos (drugstore), Livera (night- and underwear
store), The Readshop (bookshop), Cees flowershop (a flower shop) and Marianne Kapsalon (a
barbershop). By collaborating with several shops, a wide range of products can be offered to the
customers within the delivery service. The restaurant and banqueting department that also belong to
the Bedrijfshoreca will not participate in this service, due to the complexity of rules and regulations that
will apply to the offering of unpackaged food at the different units at the MCL. If the restaurant will be
included, a different research on this topic would be needed.
1.2 Purpose and relevance of the study
The purpose of this study was to investigate whether there is a demand for a new online delivery
service from the different shops in the MCL and to what extent. There was currently no information
available in the Bedrijfshoreca of the MCL or in the MCL itself and therefore little information on the
possible success of the service when implementing it. The needs and expectations of the potential
customers for the new delivery service were therefore very important within this research. With the
Table of contents
Declaration own work............................................................................................................................. 1
Entry form thesis................................................................................................................................. 2
Table of contents.................................................................................................................................... 4
Abstract.................................................................................................................................................. 5
1. Introduction...................................................................................................................................... 6
1.1 Problem description............................................................................................................ 6
1.2 Purpose and relevance of the study..........................................................................................7
1.3 Literature review........................................................................................................................ 7
1.4 Conceptual model................................................................................................................... 12
1.5 Research objectives................................................................................................................ 13
2. Method.......................................................................................................................................... 14
2.1 Instrument......................................................................................................................... 14
2.2 Sampling................................................................................................................................. 15
2.3 Procedure and Data collection................................................................................................ 16
3. Results.......................................................................................................................................... 17
3.1 Characteristics......................................................................................................................... 17
3.2 Shop preferences.................................................................................................................... 19
3.3 Product preference.................................................................................................................. 19
3.4 Service quality determinants................................................................................................... 21
3.5 Online shopping...................................................................................................................... 21
3.6 Service demand...................................................................................................................... 23
4. Discussion........................................................................................................................................ 25
4.1 Buyer characteristics of potential buyers.................................................................................25
4.2 Shop preference for the delivery service................................................................................26
4.3 Potential products for the delivery service...............................................................................26
4.4 Service quality requirements................................................................................................... 26
4.5 Online shopping...................................................................................................................... 27
4.6 Service demand...................................................................................................................... 28
4.7 Extent of demand for the online delivery service.....................................................................28
4.8 Limitations............................................................................................................................... 29
5. Recommendations............................................................................................................................ 30
5.1 Recommendation for the business practice and education.....................................................30
5.2 Recommendations for further research...................................................................................31
6. References....................................................................................................................................... 31
7. Appendices....................................................................................................................................... 32
Appendix 1: Shop preferences divided by buyer characteristics cross tables...............................32
Appendix 2: Online shopping experience divided by buyer characteristics cross tables...............34
Appendix 3: Added value opinion divided by buyer characteristics cross tables...........................35
Appendix 4: probability of using the service in the future divided by buyer characteristics mean
and standard deviation.................................................................................................................. 37
Appendix 5: Questionnaire............................................................................................................ 38
, 2
Abstract
Medisch Centrum Leeuwarden, online delivery service, demand, customer segmentation, service
quality
The Bedrijfshoreca of Medisch Centrum Leeuwarden is thinking of new ways to improve its business.
Therefore a research on the demand for an online delivery service was needed. This descriptive
research therefore answers the following problem statement: ''To what extent is there a demand for an
online delivery service from the different shops of Medisch Centrum Leeuwarden?'' This study is
supported by literature on online shopping, customer segmentation and service quality. The sample for
this research was 278 respondents. These respondents were the visitors of Medisch Centrum
Leeuwarden. During their visit to The Medisch Centrum Leeuwarden they received a questionnaire in
the restaurant of the Bedrijfshoreca. In total 206 respondents filled out the questionnaire. Based on the
findings of this questionnaire the main conclusion from this report is that for most customer segments
there is enough demand for the online delivery service to become a possible success. To increase the
success of the service it is recommended to investigate on how to attract the less interested segments
to the service and to create a marketing plan. The largest limitation that was found was the unequal
division of customer segments and therefore affected conclusions made.
, 3
1. Introduction
This descriptive research is investigating the demand for an online delivery service from the different
shops in Medisch Centrum Leeuwarden. The motivation for this new online delivery service is the
currently large, but competitive online shopping trend. Online shopping can be seen as highly used in
the Netherlands and therefore more and more physical shops find their way to the world wide web
(Nielsen, 2014). In this competitive market it is important for organizations to focus on the needs of the
customers and to seek for what is important for them (Mokhtarian, 2004).
This study is supported by literature on customer market segmentation to get an insight into
the different needs and wants for a service between different customer market segments. Also, service
quality standards will be taken into account in order to manage the expectations for the service (Kotler,
Bowen and Makens, 2010). Through this research the possible success of the service when
implementing it, can be determined. By collecting this information the management of the
Bedrijfshoreca can make a decision on implementing this service in the future.
1.1 Problem description
The Bedrijfshoreca of Medisch Centrum Leeuwarden (MCL) consists of a restaurant, a banqueting
department and a gift shop called Day2Day. Currently the Bedrijfshoreca of the MCL is thinking of
new services in the Day2Day shop to reach more customers, show more hospitality towards the
guests and increase its revenue. The current idea for a new service for the Day2day shop is the
offering of an additional online delivery service to potential customers who cannot visit the MCL
directly, but would like to send a gift to a patient in the MCL hospital. The potential customers for the
new proposed delivery service can be seen as the acquaintances and family of patients in the MCL
hospital, who cannot visit the shops in the MCL directly for several reasons. With the new online
delivery service the possibility for this will be created as gifts can be ordered online and will be
delivered to the patient, without any traveling being needed. Before this research there was no
knowledge about the demand or customer expectations for this online delivery service in the MCL yet
and therefore research on this topic was required.
The delivery service will be based in the Day2Day shop, but also seeks for a joint collaboration
with the other separately owned shops in the MCL; Etos (drugstore), Livera (night- and underwear
store), The Readshop (bookshop), Cees flowershop (a flower shop) and Marianne Kapsalon (a
barbershop). By collaborating with several shops, a wide range of products can be offered to the
customers within the delivery service. The restaurant and banqueting department that also belong to
the Bedrijfshoreca will not participate in this service, due to the complexity of rules and regulations that
will apply to the offering of unpackaged food at the different units at the MCL. If the restaurant will be
included, a different research on this topic would be needed.
1.2 Purpose and relevance of the study
The purpose of this study was to investigate whether there is a demand for a new online delivery
service from the different shops in the MCL and to what extent. There was currently no information
available in the Bedrijfshoreca of the MCL or in the MCL itself and therefore little information on the
possible success of the service when implementing it. The needs and expectations of the potential
customers for the new delivery service were therefore very important within this research. With the
