Einflussfaktoren auf die Kundenzufriedenheit im ländlichen Handwerk am Beispiel eines Tischlereibetriebes.

Abstract

This bachelor's thesis deals with the factors influencing customer satisfaction in rural craft businesses using the example of a carpentry business. The motivation for the work lies in the fact that customer satisfaction is a key success factor for long-term customer loyalty, positive word of mouth and sustainable competitiveness - especially for small craft businesses in rural areas, which are confronted with limited resources and increasing digital requirements. An explorative research design was chosen to answer the central research question. Based on a sound theoretical framework, a quantitative survey was conducted among customers of a joinery business. Both classic influencing factors such as craftsmanship quality and service as well as digital aspects such as online communication and ratings were analyzed. The results show that personal advice, adherence to deadlines, friendliness and the quality of the craftsmanship are particularly decisive for satisfaction. Digital measures such as a professional website or social media presence have a supporting effect, but are not the only decisive factor. Although customers value personal communication, they also increasingly want digital contact options such as email or WhatsApp. The study concludes that a balanced combination of a traditional understanding of service and modern digital communication is important in rural trades. Based on the results, concrete recommendations for action can be derived for companies in order to increase customer satisfaction in a targeted manner and assert themselves against the competition.

Date of Award	2025
Original language	German (Austria)
Supervisor	Harald Rametsteiner (Supervisor)