How to improve customer satisfaction with customer surveys and lean for retail

Abstract: Introduction: This dissertation project is based on a collaboration between the author and Volvo Trucks Europe. To answer the research question of How to improve customer satisfaction with customer surveys and lean for retail? This study describes a qualitative study of improving customer satisfaction with lean for retail in the Volvo Trucks dealership network, specifically in the Northern European Market. Setting the scene: It is essential to understand the challenges and specifications of the truck industry, their impact on manufacturers, and how to deliver an excellent customer experience. First, the buyer and user of a truck may be different. Other specifications in the trucking industry that need to be considered are the legislation regarding CO2 emissions. Moreover, there is an evident driver shortage, leading industry news since the last fall of 2021. Volvo Trucks is a truck manufacturing division, part of the Volvo Group, and one of the world's leading manufacturers of trucks. Consider a premium brand that consistently delivers quality, functionality, and innovation. Literature review: The author conducted a transparent integrative literature review about the lean methodology, customer satisfaction and co-creation. Methodology: The study will be qualitative research. The comparative research design used by the author entails the study of using identical methods in two or more cases. There will be secondary data, such as specific surveys Volvo Truck carries, and primary data with eight essential people interviewed. As this is purely qualitative research, the mainstream of data collection will be notes and observations from the author from the interviewees carried out, and the analysis will be thematic. Empirical findings: The empirical findings show the importance of lean for retail and its impacts on customer satisfaction for the markets in Volvo Trucks. Data analysis: The data analysis shows how the literature is relevant to the data analyses, and there is a clear connection between the literature and the empirical findings. Proposal: The author develops a proposal for the Northern European Market, describing the proposal's value and how to improve customer satisfaction for retail. Conclusion: The author finishes with a conclusion and future research on implementing practically lean for retail from the customer´s point of view.