Elioni brändi imago neli aastat pärast brändiidentiteedi muutmist
Date
2007
Authors
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Journal ISSN
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Publisher
Tartu Ülikool
Abstract
Description
The aim of the present Bachelor’s thesis was to find the image of Elion’s brand
among the company`s customers. In analyzing the brand image, a method was used
that is mainly based on communication and J. Grunig’s situation theory. Thus, the
paper in its essence may not resemble most often used methods, where brand
research is mainly based on marketing or branding. The aim of the paper was to
concentrate on analyzing the images and subjective knowledge spread among target
groups, paying attention to the cognitive image of customers.
For the research, an inquiry of a semantic differential was conducted among the
customers and later semistructured interview with chosen respondents, to elaborate
the answers given to the precedent questionnaire.
As a result of the analysis it can be said that the image of Elion is mainly positive
among the customers, however negative opinions can be found as well. The image is
more positive among the customers who have started to use Elion services just
recently. More positive characteristics of the image can be noticed among women.
The image has formed most clearly among customers in their fifties and even older
and in case of this group Elion`s image was most positive.
In Elion’s case, it is obvious that there has been attempted to get rid of the historical
roots (Eesti Telefon / Estonian Telephone – monopoly, technology-centered) by
creating a whole new brand. This thesis focused largely on these two qualities.
According to Elion`s customers Elion’s reputation is strongly monopolistic.
However, the former image of technological company is gone, today the customers
see the company more as a service provider, but there are opposite opinions as well.
Here the opinions where greatly connected to the respondents´ experiences with the
company’s customer service.
As it came out also in the Master’s thesis ‘Organisation Communication in Changing
Environment – the Public Relations of Estonian Telephone 1989-1992 and 1997’ (1999) by Kaja Tampere, Elion (former Estonian Telephone) has had problems with
the companies’ customer service for some time now. Negative opinions about the
services have been characteristic to the company already since the Estonian
Telephone presented itself as efficient and active, though the customers were in
different opinion (Tampere 1999).
Communication strategy advice:
In present study the clients were divided into target groups according to Grunig’s
situation theory: active, involved and restricted, and passive target group. Based on
the results of factor analysis some suggestions are proposed to the company when
communicating with different target groups.
Active target group – a group that feels a strong bound to the company and does not
see any restrictions for expressing their opinion. From the factor analysis it came out
that the company has many positive characteristics for this group, but at the same
time the company is seen as inflexible and arrogant. The company should try to
change this rather stiff, closed and arrogant image among given target group to more
softer and friendlier one. When the company claims in their principal values to
understand the client’s needs, then it should also examine whether the offered service
packages are the most suitable for the client’s needs, what are the possibilities for the
clients to change them and put together the best service package for themselves.
When the suitable possibilities are there then the next step is to inform the client,
with the aim of diminishing the inflexible and arrogant image.
Involved and restricted target group – a group that feel also a strong bond to the
organisation, but at the same time sees restrictions for expressing their opinion and
are convinced that their opinion does not change anything. This group sees the
company as closed and more as a technological company, than a company dedicated to high quality service. For the given group it is important to clarify where and when
can they express their opinion, make suggestions and what will change if they do so.
Passive target group – a group that does not feel bound to the organisation and at the
same time also sees restrictions for expressing their opinion. This target group should
not be approached too actively by using different communication channels in order to attract their attention. According to the authors subjective opinion there is a great
chance to overreact and sharing too much information may cause making a wrong
step, which might result with pushing away the target group with already little
interest. However, like with the other groups, it would be still recommended to
explain to the customer on what extent it is possible for them to share their opinion
concerning client-company relationship and putting together different service
packages.
The interviews with the respondents brought out that there is no point of producing
and distributing messages about the company’s position in the market compared to
competitors, while it has no importance to the customers. It even could be rather
unfavourable and deepen the opinions about the company that came out from the
research, such as ‘monopolistic’, ‘arrogant’ and other rather negative characteristics.
For the clients the most important is the quality of service.
Since it can be noticed that Elion’s image is greatly affected by the customer’s
experience with the company’s client service, then it would be proposed for the
company to first of all concentrate on improving the relationship and communication
between customer and the organisation.
Keywords
H Social Sciences (General)