Customer Satisfaction in a Florist Shop

In her diploma thesis, she wanted to investigate the purchasing habits of customers using the example of a florist shop. The diploma thesis is designed in two parts. With the final question, she wanted to find out what customers expect from sales assistants, so she asked them to write their suggestions. The survey is illustrated with graphs and tables.

Problem

In her diploma thesis, she wanted to investigate the purchasing habits of customers using the example of a florist shop.

Solution and Method

The diploma thesis is designed in two parts. In the first, theoretical part, she briefly described the importance and role of the sales assistant and the factors that influence the customer. The second part is the practical part, or rather the survey that she conducted.

In the theoretical part, she briefly described the development of floristry and current trends. In this part, we can see that the essence of floristry has not changed much to this day. Both in history and in the present day, flowers have an equally important role today.

In the practical part of the diploma thesis, she presented the survey, which she conducted by distributing 50 questionnaires in two florist shops: one is located in the city, the other outside it. Because purchasing habits are largely dependent on people's social status, she posed several demographic questions at the beginning. In this way, she also wanted to obtain a connection between the questions in the first and second parts of the survey.

Most of the survey questions that followed were posed with the aim of obtaining answers to the questions: Do sales assistants play a major role in sales, and if they do, to what extent? She was also interested in what other factors influence purchasing decisions.

Results

With the final question, she wanted to find out what customers expect from sales assistants, so she asked them to write their suggestions. The survey is illustrated with graphs and tables. Each question and table or graph is accompanied by an explanation of the results.

With the privatisation of florist shops, the flower market began to develop rapidly. The supply of flowers, materials and potted plants became greater. The profession of florist, which was not known until the 19th century despite the extensive use and sale of flowers, developed and became well established.

The golden age of sales in smaller florist shops was only slightly undermined by the growth of large shopping and garden centres offering goods at considerably lower prices. People's purchasing power is decreasing due to high prices of food and basic necessities, so they are forced to give up necessities that are not so important for life. These include floristry services.

The market is saturated with all goods. Traders are grappling day after day with the question of how to sell. Technology has now advanced so much that people are no longer important in production, as robots do the work faster and more accurately.

More and more people are turning to sales, so the problem of today has become primarily that with such a large market, there has been a significant shortage of customers. In her diploma thesis, she wanted to investigate customer satisfaction in a florist shop. As an interesting fact, a connection between the past and the present, she presented the history of floristry.

As we can see, the essence of floristry has not changed significantly to this day. Like every chapter of history, the present time is also marked by novelties and current trends. Man and flowers have been closely connected throughout history.

The difference between the past and the present is only that the profession of florist has become established. She also briefly described the purchasing habits of customers and the role of the sales assistant. She found that it is very important to understand the purchasing behaviour of customers in florist shops, because we can more easily anticipate what customers expect and know how to offer them goods in such a way.

The consequence is an increase in sales. In this way, customer satisfaction increases, the acquisition of new customers is enabled, and occasional customers are transformed into regular ones. The findings of the thesis show that sales assistants can greatly influence customers.

Above all, this concerns our attention and knowledge, which we transfer to customers. Customers usually have a chosen shop – including a florist shop. This is confirmed by the survey she conducted.

The respondents answered that as many as 68 per cent of them have a chosen florist shop and that 93 respondents are very satisfied with the sales assistant. The findings also show that it is very important to satisfy customers, to acquire as many of them as possible in this way, and thus to increase sales. This is evident from the survey, as she came to the conclusion that customers are satisfied both with the services offered by the florist shop and with the supply of flowers, arrangement services and potted plants in general.

She received only a few suggestions with a desire to improve the website and brochures about the potted plants on offer. By satisfying these wishes, some customers might be acquired, but she believes that this would still not significantly increase sales, as customers still rely most on the classic method of sales – on the method of personal sales on the spot. The basic findings of the applied part of the diploma thesis are: 100 people were surveyed in two florist shops.

Of these, 76 per cent of respondents were female and 24 per cent were male. The average age of respondents was between 25 and 34 years. Other findings: As we can see from the survey results and findings of the diploma thesis, customers are very satisfied with the work of the florist shop.

However, this does not mean that there are no possibilities for improvement. Some suggestions for improvement were received in the survey responses, and some will have to be found by themselves. As they could see, the florist shop is on the right path.

• 35% of respondents have secondary or vocational education,
• 70% of respondents are employed,
• 44% of respondents live in a house outside the city,
• 47% of respondents visit the florist shop on holidays and special occasions,
• 68% of respondents have a chosen florist shop,
• 76% of respondents most often use the gift wrapping service,
• 79% of respondents are most satisfied with the gift wrapping service,
• 65% of respondents are satisfied with the supply of cut flowers,
• 93% of respondents rated the friendliness of the florist with the highest mark,
• 92% of respondents also rated the professionalism of the florist with the highest mark.