Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE credits
Karlstad CCC promotes economy and development throughout the region of Värmland, by hosting conferences and cultural events. The operator of Karlstad CCC is Visit Karlstad AB, they have the task to both operate and maintain the building. During public events such as concerts, it's Great Events of Karlstad (a sister company to Visit Karlstad AB) who rents the building and is the host for all the concerts. Karlstad CCC consists of a ground floor and a further three floors.
The problem discussion and the purpose of this master thesis is that through Servicescape, Sense Marketing and Influence: Science and Persuasion, the observations and interviews of the respondents, during two performances propose suggestions and improvements as the basis for improving the environment throughout the whole building.
These respondents’ observations and interviews will be the basis for identifying and analyzing the visitors’ negative experiences during a concert. By identifying these negative experiences Karlstad CCC will minimize effect of these, this means that customers can enjoy a whole concert without the negative moments and thus will the consumption of the customers grow, with that the revenues will also grow.
Two observations and interviews were conducted during two separate occations, in order to identify the visitors' customer experiences. The respondents' observations and interviews form the basis of the empirical basis of this master thesis. From the completed interviews, it emerged that the fee for the closet, queues to the bars, that there were too many people in a small area and the possibility of having a bar open after concerts have been aspects that been considered to have a negative experience for the respondents. This combined with the theory of Servicescape with more welcoming and comfortable environments will then create a customer experience without any negative aspects.
This will in the long term mean that Karlstad CCC will achieve their goals, which is to increase its average sales per visitor from 6-28 kr (in 2012) to 30 kr and increase visitor numbers at public events. Furthermore visitors will recommend Karlstad CCC to their friends and families, this will be the result of satisfied customers. With that in mind, Karlstad CCC will eventually become a profound cultural and conference center.
2013. , 70 p.