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Kinnitusvahendite mõistekataloogi koostamine ettevõttele YKK

Aus, Ingrid (2019) Kinnitusvahendite mõistekataloogi koostamine ettevõttele YKK. [thesis] [en] Developing Subject Catalogue of Fastenings for the Company YKK.

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Abstract

Käesoleva lõputöö eesmärgiks oli koostada furnituuride mõistekataloog ettevõttele YKK, kuhu on koondatud kinnitusvahendite kasutusel olevad nimetused moetööstusele. Lõputöö koostamisel on käsitletud teoreetilist materjali kliendisuhete, kliendilojaalsuse ja business-to-business müügistrateegia kohta. Kogutud informatsiooni põhjal on selgeks tehtud klientide vajadused ning kuidas nendeni jõuda. Töö raames viidi läbi uuring kinnitusvahendite käibelolevate nimetuste kogumiseks. Tulemusi analüüsiti põhjalikult ja anti ülevaade saadud vastustest. Nende põhjal koostati mõistekataloog. Ettevõte, kellele jaoks uuring tehti, oli YKK. Teoreetilisest osas selgub, et kliendisuhted on ärikeskkonnas olulisel kohal. Olgugi, et klientidel on oma ootused ja vajadused selles osas, mida ja kuidas nad saada tahavad, on ettevõttel nende täitmisel suur roll. See aitab luua kestvaid kliendisuhteid ja panna aluse kliendilojaalsuse kujunemisele. Kliendilojaalsus on aeganõudev protsess, sest eeldab kliendi mitmekordset pöördumist kaubapakkuja poole. Teoreetilises osas käsitleti kliendisuhteid ka B2B ehk ärilt-ärile strateegiale tuginedes. Seda seetõttu, et ettevõtte YKK, kellele lõputöö uuring suunatud oli, on samuti B2B müügistrateegiaga ettevõte. Nad pakuvad valmisosasid teiste ettevõtete tegevuseks, kasvuks ja kasumiks, mis on üks eeldusi B2B müügistrateegias. Kõik sisulised erinevused, mis leiavad aset B2B ja B2C vahel, on töös välja toodud. Empiirilises osas keskenduti mõistekataloogi koostamise protsessile ja selle jaoks vajaminevatele tegevustele. Kõigepealt tutvustati ettevõtte YKK tegevust. Seejärel leiti sobiv uurimismetoodika, et saavutada töö eesmärki. Selleks valiti küsimustik, mis viidi läbi internetipõhiselt Google Forms keskkonnas. Küsitlus oli illustreeritud tootedetaili piltidega ja vastajad said nii eesti-, kui ka võõrkeelseid nimetusi anda avatud küsimuse vormis. Küsitlust jagati 43-le valdkonnaga kursis olevale inimesele, kes puutuvad oma igapäevatöös kinnitusvahenditega kokku. Nendest vastajaid saadi kokku 28. Vastuste tulemusena saadi kinnitusvahendite detailidele lai valik pakutud nimetusi, mida kasutati mõistekataloogi koostamiseks. Peamised tulemused, mis uuringu läbiviimisest välja tulid, on seotud nimetuste erinevate variantidega. Nagu vastustest selgus, siis puudub ühtne terminoloogia kinnitusvahendite nimetuste jaoks. Küsitluse tulemustest selgus veel, et detaile tellides on ette tulnud valestimõistmisi. Loodud mõistekataloog aitaks panna aluse ühtse terminoloogia kujunemisele. Seeläbi paraneks kliendirahulolu tellimuste läbirääkimisel. Koostatud uurimistöö on ettevõttele YKK igati kasulik. Info, mis ettevõtte tööst saab, aitab neil oma klienti paremini tundma õppida ja kasvatada püsiklientide lojaalsust. Kliendilojaalsus tõstab aga kliendikasumlikkust. Läbiviidud uuringuga koostati ettevõttele YKK mõistekataloog ja seeläbi saavutati püstitatud eesmärk.

Abstract [en]

The aim of this graduation thesis was to develope a subject catalog of fastening for the company YKK, where the names of fastenings used nowadays are gathered together for the fashion industry. The theoretical part of thesis clarifies the topics about customer relationship, customer loyalty and business to business sales strategy. On the basis of the information gathered, the needs of customers and how to achieve them have been made clear. A study was conducted to collect data about fastening names used nowadays. The results were analysed and overview is given. Based on the results the subject catalog was developed. The company for whom the study was made is YKK. From a theoretical part turns out that customer relations in business environment are important. Although customers have their expectations and needs in terms of what they want and how they want it, the company has a great role to play in fulfilling them. It helps to create ongoing customer relations and build on customer loyalty formation. Customer loyalty is time-consuming process because it requires multiple visits to the trader. In the theoretical part was also written customer relations based on business to business strategy. Since the company YKK is using B2B sales strategy, the topic is relevant. They offer parts to other companies which need them to make profit. That is one of the assumptions in B2B sales strategy. All differences that occur between B2B and B2C are outlined in the work. In the empirical part of the thesis was focused on developing a subject catalog and activities required for this. First of all, the company business activity was introduced. Then was found suitable research methodology. For this purpose a online questionnaire survey was chosen, which was conducted online in the Google Forms environment. Survey was illustrated with product detail photos and respondents were allowed to answer both Estonian and foreign names in the form of an open question. Survey was sent to 43 persons who are familiar with the field. 28 respondents of them were received. As a result of the respondents, a wide selection of proposed names for the fastenings were received which were used to compile a subject catalog. The main results that came out of the survey are related to the different variants of the names. As the answers showed, there is no common terminology for the names of fastening details. Also the results revealed that misunderstandings have happened when ordering details. Developed subject catalog would help to bring in unified terminology. Thereby customer satisfaction when negotiating orders would improve. As a result, the research is very useful for the company YKK. The information they get from this helps them to get to know their client and increase regular customer loyalty. However, customer loyalty increases customer profitability. The subject catalog was compiled with a conducted survey for the company YKK and thereby the aim set in this thesis was achieved.

Item Type: thesis
Advisor: Ada Traumann
Subjects: Clothing and Textiles > Technology and Textile Science > Textile Science
Divisions: Institute of Clothing and Textiles > Resource Management in the Clothing and Textiles Industry
Depositing User: Ingrid Aus
Date Deposited: 06 Jun 2019 08:34
Last Modified: 26 Aug 2019 08:39
URI: http://eprints.tktk.ee/id/eprint/4488

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