Klanttevredenheidsonderzoek voor BLUB media
Wat is de mate van klanttevredenheid?
M.R Papke, Hogeschool Inholland Haarlem, Media en Entertainment Management
Onderzoeksvoorstel Afstuderen
11 januari 2021
, Inhoudsopgave
1 PROBLEEMANALYSE ..................................................................................................................................... 1
1.1 ACHTERGROND OPDRACHTGEVER .......................................................................................................................... 1
1.2 HISTORIE PROBLEEM ........................................................................................................................................... 1
1.3 CONTEXT EN AANLEIDING PROBLEEM ..................................................................................................................... 2
1.4 KLANTENPORTFOLIO ........................................................................................................................................... 2
1.5 PROBLEEMDEFINITIE ........................................................................................................................................... 2
2 BRANCHEANALYSE ....................................................................................................................................... 3
2.1 BRANCHE ......................................................................................................................................................... 3
2.2 OMGEVINGSANALYSE.......................................................................................................................................... 3
2.2.1 Macro analyse....................................................................................................................................... 3
2.2.2 Meso trends .......................................................................................................................................... 4
2.2.3 Concurrentieanalyse BLUB media ......................................................................................................... 5
3 DOELSTELLING EN RELEVANTIE .................................................................................................................... 6
3.1 SITUATIE .......................................................................................................................................................... 6
3.2 DOEL(STELLING) ................................................................................................................................................ 6
3.3 MEM-RELEVANTIE ............................................................................................................................................ 6
4 THEORETISCHE VERKENNING ....................................................................................................................... 7
4.1 BUSINESS TO BUSINESS DOMEIN ............................................................................................................................ 7
4.2 BEGRIP ‘KLANTTEVREDENHEID’ ............................................................................................................................. 7
4.3 KLANTTEVREDENHEIDSMODELLEN ......................................................................................................................... 7
4.3.1 Oliver ..................................................................................................................................................... 7
4.3.2 Thomassen ............................................................................................................................................ 8
4.3.3 SERVQUAL-model .................................................................................................................................. 9
4.3.4 SERVPERF-model ................................................................................................................................. 10
4.3.5 Samenvoeging modellen ..................................................................................................................... 11
4.4 VRAAGSTUK OPDRACHTGEVER ............................................................................................................................ 12
5 VOORLOPIGE ONDERZOEKSVRAGEN .......................................................................................................... 13
BRONNENLIJST.............................................................................................................................................. 14
BIJLAGE A. OPERATIONALISERINGSSCHEMA ............................................................................................ 16
Wat is de mate van klanttevredenheid?
M.R Papke, Hogeschool Inholland Haarlem, Media en Entertainment Management
Onderzoeksvoorstel Afstuderen
11 januari 2021
, Inhoudsopgave
1 PROBLEEMANALYSE ..................................................................................................................................... 1
1.1 ACHTERGROND OPDRACHTGEVER .......................................................................................................................... 1
1.2 HISTORIE PROBLEEM ........................................................................................................................................... 1
1.3 CONTEXT EN AANLEIDING PROBLEEM ..................................................................................................................... 2
1.4 KLANTENPORTFOLIO ........................................................................................................................................... 2
1.5 PROBLEEMDEFINITIE ........................................................................................................................................... 2
2 BRANCHEANALYSE ....................................................................................................................................... 3
2.1 BRANCHE ......................................................................................................................................................... 3
2.2 OMGEVINGSANALYSE.......................................................................................................................................... 3
2.2.1 Macro analyse....................................................................................................................................... 3
2.2.2 Meso trends .......................................................................................................................................... 4
2.2.3 Concurrentieanalyse BLUB media ......................................................................................................... 5
3 DOELSTELLING EN RELEVANTIE .................................................................................................................... 6
3.1 SITUATIE .......................................................................................................................................................... 6
3.2 DOEL(STELLING) ................................................................................................................................................ 6
3.3 MEM-RELEVANTIE ............................................................................................................................................ 6
4 THEORETISCHE VERKENNING ....................................................................................................................... 7
4.1 BUSINESS TO BUSINESS DOMEIN ............................................................................................................................ 7
4.2 BEGRIP ‘KLANTTEVREDENHEID’ ............................................................................................................................. 7
4.3 KLANTTEVREDENHEIDSMODELLEN ......................................................................................................................... 7
4.3.1 Oliver ..................................................................................................................................................... 7
4.3.2 Thomassen ............................................................................................................................................ 8
4.3.3 SERVQUAL-model .................................................................................................................................. 9
4.3.4 SERVPERF-model ................................................................................................................................. 10
4.3.5 Samenvoeging modellen ..................................................................................................................... 11
4.4 VRAAGSTUK OPDRACHTGEVER ............................................................................................................................ 12
5 VOORLOPIGE ONDERZOEKSVRAGEN .......................................................................................................... 13
BRONNENLIJST.............................................................................................................................................. 14
BIJLAGE A. OPERATIONALISERINGSSCHEMA ............................................................................................ 16
