Finnair Oyj:N Lounge-Palveluiden Kehit- Täminen Lapsiperheille

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Finnair Oyj:N Lounge-Palveluiden Kehit- Täminen Lapsiperheille Finnair Oyj:n lounge-palveluiden kehit- täminen lapsiperheille Lotta Kainulainen Emma Kankaanpää Opinnäytetyö Marraskuu 2020 Matkailu-, ravitsemis- ja talousala Restonomi (AMK), matkailu- ja palveluliiketoiminta Kuvailulehti Tekijä(t) Julkaisun laji Päivämäärä Kainulainen, Lotta Opinnäytetyö, AMK Marraskuu 2020 Kankaanpää, Emma Sivumäärä Julkaisun kieli 57 Suomi Verkkojulkaisulupa myönnetty: x Työn nimi Finnair Oyj:n lounge-palveluiden kehittäminen lapsiperheille Tutkinto-ohjelma Restonomi (AMK), matkailu- ja palveluliiketoiminta Työn ohjaaja(t) Nuijanmaa, Susanna Toimeksiantaja(t) Finnair Oyj Tiivistelmä Tutkimuksessa haluttiin selvittää lapsiperheiden tarpeita ja toiveita koskien Finnair Oyj:n loungeja, jotka sijaitsevat Helsinki-Vantaan lentoasemalla. Lisäksi tutkimuksen tarkoituksena oli selvittää lapsiperheiden aiempia loungeen liittyviä kokemuksia ja löytää mahdollisia kehi- tyskohteita. Tutkimuksella tavoiteltiin tietoa, jota toimeksiantaja voi hyödyntää tulevaisuu- dessa. Opinnäytetyön toimeksiantajana toimi Finnair Oyj. Tutkimus toteutettiin kvalitatiivisena eli laadullisena tutkimuksena. Aineistonkeruumenetel- mänä käytettiin sähköistä kyselyä, joka lähetettiin toimeksiantajan asiakasrekisterin kautta Finnair Plus -jäsenille. Teoreettinen viitekehys koostuu asiakaskokemuksesta. Benchmarking- menetelmästä inspiroituneena hyödynnetään Oneworld-allianssiin kuuluvien lentoyhtiöiden loungeja. Tutkimuksen kohderyhmä on lapsiperheet, jotka matkustavat useamman kerran vuodessa ja hyödyntävät lounge-palveluja matkustaessaan. Kyselyn analysointia tehtiin avoi- mien vastauksien kautta, etsimällä niistä yhtäläisyyksiä, mutta myös erilaisia näkökulmia. Tutkimuksen kyselyyn vastasi yhteensä yli 560 vastaajaa, joista jokainen on aiemmin hyödyn- tänyt lounge-palveluja matkustaessa yhdessä lasten kanssa. Kyselyn tuloksissa merkittävim- pinä asioina esille nousee lasten henkilökohtainen huomioiminen sekä tilaratkaisujen suuri merkitys. Ruokailumahdollisuuksiin toivotaan lapsiystävällisempää ruokaa sekä esille noste- taan visuaalisten ja liikunnallisten aktiviteettien mahdollisuus. Ruuduttoman ja ruudullisen ajanvieton välille syntyi vastakkainasettelu. Merkityksellisen asiakaskokemuksen lapsiper- heille koetaan tapahtuvan osittain pienillä muutoksilla, jotta lapset tuntevat itsensä tervetul- leeksi loungeen tasavertaisina asiakkaina. Aktiviteettien ja ruokailuun liittyviä monipuolisia vaihtoehtoja unohtamatta. Tutkimuksen tulosten perusteella todetaan, että toimeksiantajan lounge-palvelujen kehittäminen lapsiperheille on tarpeellista tulevaisuudessa. Avainsanat (asiasanat) Asiakaskokemus, Lounge-palvelut, Finnair Oyj, Lapsiperheet, Kvalitatiivinen tutkimus Muut tiedot (salassa pidettävät liitteet) Description Author(s) Type of publication Date Kainulainen, Lotta Bachelor’s thesis November 2020 Kankaanpää, Emma Language of publication: Finnish Number of pages Permission for web publi- 57 cation: x Title of publication Finnair Oyj lounge services development for families with children Degree programme Bachelor of Hospitality and Tourism Management Supervisor(s) Nuijanmaa, Susanna Assigned by Finnair Oyj Abstract The aim of the research was to find out the needs and wishes of families with children re- garding Finnair Oyj lounges. The lounges are located at Helsinki-Vantaa Airport. In addition, the purpose of the research was to find out the previous experiences of families with chil- dren related to the lounge, and to gather information that Finnair Oyj could use in the fu- ture. Thesis was assigned by Finnair Oyj. The study was carried out through qualitative research. The data collection method was an electronic survey, which was sent to Finnair Plus members via the customer register. The theoretical framework consists of customer experience. Inspired by the benchmarking method, that the lounges of Oneworld Alliance Airlines are utilized currently. The target group of the study were families with children who travel several times a year and use lounge services when traveling. The analysis of the survey was done through open-ended answers, looking for similarities but also different perspectives. The total amount of respondents was over 560, and each of them had previously used lounge services while traveling with children. In the results of the survey, the most significant things were the personal attention of children and the great importance of space solutions. More child-friendly food was desired for dining opportunities, and the possibility of visual and physical activities was also highlighted. Juxtaposition will be created between screen and non-screen time. The meaningful customer experience for families with children is per- ceived to take place in part with small changes to make children feel welcome in the lounge as equal customers. Not to mention the diverse options for activities and dining. Based on the results of the study, it is stated that the development of the lounge services for families with children will be necessary in the future. Keywords/tags (subjects) Customer experience, Lounge Services, Finnair Oyj, Families with children, Qualitative Re- search Miscellaneous (Confidential information) 1 Sisältö 1 Johdanto ........................................................................................................ 3 2 Tutkimusasetelma .......................................................................................... 4 2.1 Tutkimusongelma ja -kysymykset ............................................................... 4 2.2 Tutkimusote ja aineistonkeruumenetelmät................................................ 5 2.3 Tutkimuksen luotettavuus ........................................................................... 6 3 Finnair Oyj ...................................................................................................... 7 3.1 Oneworld-allianssi ....................................................................................... 9 3.2 Finnair Plus kanta-asiakasohjelma ............................................................ 10 4 Helsinki-Vantaan lentoaseman lounget ......................................................... 10 4.1 Schengen -alue – Finnair Lounge .............................................................. 11 4.2 Non-Schengen – Finnair Business Lounge & Finnair Platinum Wing ........ 12 4.3 Muut lounget Helsinki-Vantaan lentoasemalla ......................................... 16 5 Oneworld-allianssiin kuuluvien loungejen vertailu ........................................ 16 5.1 British Airways ........................................................................................... 18 5.2 American Airlines ...................................................................................... 19 5.3 Iberia .......................................................................................................... 19 5.4 Yhteenveto ................................................................................................ 20 6 Asiakaskokemus ........................................................................................... 21 6.1 Asiakaskokemuksen johtaminen ............................................................... 24 6.2 Asiakaskokemuksen mittaaminen ............................................................. 25 6.3 Asiakaskokemuksen kehittäminen ............................................................ 26 6.4 Asiakaskokemuksen trendit ...................................................................... 27 2 7 Lapsiperheet lentomatkustajina.................................................................... 29 8 Tutkimustulokset .......................................................................................... 31 9 Kehittämisehdotukset .................................................................................. 45 10 Pohdinta....................................................................................................... 49 Lähteet ................................................................................................................ 52 Kuvat Kuva 1 Finnair Lounge (Kuva: Lotta Kainulainen) ................................................. 12 Kuva 2 Non-Schengen -alueen loungejen yhteinen aula (Kuva: Lotta Kainulainen) .............................................................................................................................. 13 Kuva 3 Finnair Business Lounge (Kuva: Lotta Kainulainen) .................................. 14 Kuva 4 Finnair Platinum Wing (Kuva: Lotta Kainulainen) ..................................... 15 Kuva 5 Baarialueet loungeissa, vasemmalla Finnair Business lounge. Oikealla Finnair Platinum Wing. (Kuva: Lotta Kainulainen) ................................................ 15 Kuva 6 Asiakaskokemuksen muodostuminen (Törrönen, 2020.) ......................... 22 Taulukot Taulukko 1 Vastaajien lasten ikäjakauma prosentteina ....................................... 33 Taulukko 2 Vastaajien lentomatkojen määrä vuodessa prosentteina ................. 34 Taulukko 3 Snack-piste loungessa - mielipidejakauma prosentteina................... 38 Taulukko 4 Tehtäväpaketti lapsille - mielipidejakauma prosentteina ................. 41 3 1 Johdanto Asiakkaiden odotukset, toiveet sekä käyttäytyminen muuttuvat, jonka vuoksi asiakas- kokemusta tulee kehittää jatkuvasti. Näitä voidaan kehittää paremmaksi, kun asiak- kaiden odotuksia, tarpeita ja heidän kokemuksiaan kuunnellaan sekä huomioidaan. Asiakaskokemus on aina jokaiselle henkilökohtainen, mutta mieleenpainuvan koke- muksen luominen on tärkeää asiakkaille
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