Samenvatting

Before beginning my career as a marketing professional I want to do a research for an online marketing agency. The name of the agency is Atvise. Atvise is specialized is achieving online
results for their customers. Each customer has different online objectives which Atvise wants
to realize. Atvise is born from practical experiences and is a growing company. The company
produces websites and webshops where they also take care of the online marketing for
these sites and shops. The reason to work with Atvise is to get online success. To get online
success, Atvise cooperate a lot with their customers. Their customers are involved with
almost everything to get the achieve their objectives. Atvise.nl is an informative website and Atvise does not know how satisfied the target audience is with the website. For this reason Atvise hired a researcher to give them insights in the experiences with de website.

Why this research is being held is to give insights in the website satisfaction of the target
audience of Atvise. What do they expect, what do they experience and what will delight the
target group? These questions are all answered in this survey. To get the answer on these
questions, an internal and external research has to be executed. In this thesis, the
researcher has used desk research and qualitive field research. First of all, desk research was needed to search for information about the target group, the competitors and the website of Atvise. After gathering this information, field research could be done for getting insights in the expectations and experiences. The leading model in this research is the online SERVQUAL model.

The target audience of Atvise is companies which have 2 to 250 employees. Most of the companies are engaged in trading and service businesses. The competitors are evaluated based on de online SERVQUAL model. The desk research shows some good results for the competitors based on the online SERVQUAL model. The Atvise website could use some improvements as measured by the kpi’s in Google Analytics.
The Atvise website has been tested by using the online SERVQUAL model. The field research has shown different judgements of the dimensions. On security and responsiveness, the respondents were most satisfied. So their experiences met their expectations mostly. The tangibles, empathy and credibility on the website are less well experienced by the respondents. These dimensions’ experiences were less in line with the expectations. Respondents think credibility and security are the most imporantant for Atvise.nl. Also some interesting online elements are tested based on the KANO model.

The researcher has done recommendations for each dimension. The tangibles could be improved by renewing the design and technologies on the website. Showing more knowledge on the website has a positive impact on the security. In order to increase the empathy, Atvise could make the website personal. The credibility could be improved through make the quality of the content better. Also putting existing clients on the website has a positive impact on the credibility. Besides that, putting schematic representations of the work methods could have a positive influence. To improve the responsivenss, Atvise could install a chat on the website. To delight the website visitor, Atvise could implement the attractive online elements.