Investigation of Non-Financial Measures in a Customer-centric Organization
School of Business | Bachelor's thesis
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AbstractThe purpose of this thesis is to explore the use of non-financial performance measures in the context of a Finnish consumer-electronics retailer that has a strong emphasis on customer-centricity in its strategy. The qualitative case study focuses on how non-financial measures are implemented in the target organization while using the Balanced Scorecard (Kaplan & Norton, 1992) as a theoretical reference. Additionally, the study investigates the role of non-financial measurement in the relations between different groups such as financial management and store-level sales management, drawing upon the concepts in a paper by Vaivio (1999) “Examining the Quantified Customer”. It is found that while a non-financial measure such as customer satisfaction is a central part of the oranization’s strategy, its role in driving financial performance is not clearly defined. The focus on customer satisfaction in itself without a clear link to financial benefits, indicates a potential area for further development. The lack of critical discussion between financial and sales management suggests that customer-related non-financial measures are possibly not utilized to their full potential. The study serves as a call for further research on the utilization of customer-related performance measures, namely customer satisfaction, in similar contexts.
Thesis advisorVaivio, Juhani
performance measures, customer, balanced scorecard, customer satisfaction