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Puunoston kehittäminen Stora Enso Metsän Helsingin palvelupisteessä

Show simple item record 2011-05-13T08:46:24Z 2015-07-23T09:25:07Z 2011-05-13T08:46:24Z 2015-07-23T09:25:07Z 2011-05-13
dc.title Puunoston kehittäminen Stora Enso Metsän Helsingin palvelupisteessä fi
ethesis.discipline Marknadsföring av skogsprodukter sv
ethesis.discipline Forest Products Marketing en
ethesis.discipline Puumarkkinatiede fi
ethesis.department Institutionen för skogsekonomi sv
ethesis.department Institutionen för skogsvetenskaper sv
ethesis.department Department of Forest Economics en
ethesis.department Department of Forest Sciences en
ethesis.department Metsäekonomian laitos fi
ethesis.department Metsätieteiden laitos fi
ethesis.faculty Agrikultur- och forstvetenskapliga fakulteten sv
ethesis.faculty Faculty of Agriculture and Forestry en
ethesis.faculty Maatalous-metsätieteellinen tiedekunta fi
ethesis.faculty.URI Helsingfors universitet sv University of Helsinki en Helsingin yliopisto fi
dct.creator Miettunen, Pertti
dct.issued 2011
dct.language.ISO639-2 fin
dct.abstract The operation environment in the roundwood trade in Finland in the 1990’s include several changes. They are changes in the structure of non-industrial private forest (NIPF) ownership, forest taxation, in forest legislation, in price recommendation agreement, diminishing resources of forestry extension services, etc. At the same time, the roundwood demand has been rising. All these developments cause uncertainty in wood procurement organisations, and call for research to find out how to adapt into the changing environment. The objective of this study is to produce information for roundwood purchasing planning and cus-tomer satisfaction management to be used by Stora Enso Metsä Customer Service, Helsinki. For this pur-pose, data needs to be gathered about the urban NIPFs and their forest estates, behaviour related to forestry and timber-selling, customer satisfaction in their latest timber selling transaction, and their opinions about Enso’s new customer service office and its service concept. To fulfil the objective of the study, a NIPF -owner -survey (N=1064, response rate 39,7%) was con-ducted in October 1998-January 1999. The sample was made on the basis of the marketing database of Stora Enso Oyj Forest Customer Service in Helsinki. In planning the frame of reference of the empirical study, the model of service quality by Grönroos was applied. The following aspects were included in the 7-page questionnaire: demographic, sosio-economic and forest estate background, relation to the forest service supply, behaviour related to forestry, timber-selling motives and behaviour, last contact organisation and its image in forestry business, expectations and percep-tions in the latest timber-selling transactions, and behavioural intentions. The results revealed that the share of women, pensioners and academically educated people among forest owners was quite high. The majority of the forest estates of the metropolitan forest owners were situ-ated in the provinces of South Finland and East Finland. The average forest estate area was considerably smaller than in a previous study. Economic and recreational objectives were most important in the use of forests. Forest Associations were involved in half of the roundwood sales transactions of the respondents in the metropolitan area. The wood quantity of transactions was considerably higher than the average in the whole country. Bank-organised forest-related activities, taxation infos and trips to the forest were the most popular activities. Among the services, silvicultural advices were needed mostly and stub treatment least. Brochure material related to stumpage timber sales and taxation were considered most important compared to material related to delivery sales. The service expectations were at highest for women and they were less satisfied with the service than men. 2nd and 3rd generation residents of the metropolitan area thought about the new customer service concept more positively than the 1st generation residents. Internet users under 60 years thought more positively about new satellite picture-based woodlot search concept. Cross-tabulation of factor scores against background variables indicated that women with relatively low education level a greater need to sell roundwood than entrepreneurs, white-collar workers and directors, and Internet users. Suspiciousness towards timber procurement organisations was relatively strong among women and those whose forest income share of the total income was either null or over 20 %. The average customer satisfaction score was negative in all nine questions. Statistical differences be-tween different companies did not exist in the average satisfaction scores. Stora Enso’s Helsinki forest cus-tomer service could choose the ability to purchase all timber grades as its competitive advantage. Out of nine service dimension included in the questionnaire, in this particular service dimension, Enso’s Helsinki forest customer service’s score exceeded most all organisations’ average customer satisfaction score. On the basis of importance – performance matrix, advice and quidance could have been provided more to the forest owners in their latest timber–selling transaction. en
dct.subject customer satisfaction en
dct.subject expectations en
dct.subject perceptions en
dct.subject marketing research en
dct.subject urban non-industrial private forest (NIPF) owners en
dct.subject customer service en
dct.subject roundwood trade en
dct.subject puunhankinta fi
dct.subject puukaupat fi
dct.subject metsäteollisuus fi
dct.subject palvelut fi
dct.subject metsänomistajat fi
dct.subject yksityismetsänomistajat fi
dct.subject pääkaupunkiseutu fi
dct.subject kaupunkilaiset fi
dct.language fi
ethesis.language Finnish en
ethesis.language suomi fi
ethesis.language finska sv
ethesis.supervisor Tervo, Mikko
ethesis.thesistype pro gradu-avhandlingar sv
ethesis.thesistype pro gradu -tutkielmat fi
ethesis.thesistype master's thesis en
dct.identifier.urn URN:NBN:fi:hulib-201507211794
dc.type.dcmitype Text
dct.alternative Developing of roundwood purchasing in Stora Enso Oyj Forest Customer Service in Helsinki en

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