Potential Customer Segmentation. A case study of Finnish University students

      Аннотация: This book is about researching whether the Finnish students in Estonia could be a potential customer segment for the ferry companies operating between Tallinn and Helsinki. Also the travelling habits and customer loyalty of Finnish students in Estonia towards ferry companies operating between Tallinn and Helsinki was researched. The study tries to give an answer to the research problem which is “How ferry operators between Tallinn and Helsinki can customize their services for the needs of students?”. The object of the research is Finnish students studying in Estonia. The research method used was an on-line questionnaire, distributed on social media and through email. The questionnaire consisted of 24 questions, of which some were demographic questions, some measured customer loyalty and the rest of the questions focused on travelling on ferries between Tallinn-Helsinki seaway in general. Seaway was the only considered form of transporting between the two countries. The results and findings are relevant in the ferry and cruise ship sector and can especially be applied on Tallinn-Helsinki ferry traffic.

Ключевые слова: customer loyalty, customer segmentation, questionnaire, traveling by ferry, Finnish students