Research results
07.02.2007
Prompt, professional and inexpensive –
– customer feedback to household services markets. The goal of the study is to provide information generally applicable to the population in order to forecast demand for market-based household services and to generate consumer-oriented markets.
The study examines the need and use of services by consumer groups in various stages of life and identifies service user profiles. Additionally, consumer feedback is sought to improve the quality and marketing of services as well as to facilitate pricing of services. The study has been guided by a vision implying that the household services market will develop towards customer-orientation in close interaction between the public sector, markets and households.The research material was obtained through a questionnaire sent by mail to a population of Finns of 25 years of age or more. The recipients were asked about the use of 33 household services in 2005. Household services were defined as services which replace normal household tasks. The material consists of the replies by 2110 households.
It is characteristic of household services that some are required frequently and some infrequently. The size of the service market depends on how many households purchase these services, how many services each household purchases and how frequently these services are purchased.
The results indicate that the use of services has increased while the use is concentrated on certain households. One tenth of the households buys more than half of the 33 services included in the questionnaire. The concentration is even more apparent in services replacing basic household tasks (food, cleaning, laundry, care, garden maintenance), of which one tenth of the households purchased nearly three fourths. Demographic population trend, favourable attitudes and life style factors forecast an increase in demand. The majority of services is bought by families with children and couples in the over-75 age group as well as people living alone. Attitudes towards the use of services is generally quite favourable, but when it comes to buying services for one’s own household, the attitude is more critical. Attitudes towards services become more positive as the income of a household increases. Potential future users of services are young adults and families with children.
Besides professional skills, availability of services at times suitable for the buyer and keeping agreed time schedules were highlighted as the most important quality factors. Issues associated with professional skills were, in addition to quality work, also integrity, reliability and social skills of workers. Access through the Internet and command of Finnish language were also identified as quality factors. The Internet is in fact becoming the most important source of information besides the press and other printed information channels or recommendations by friends and relatives.
Low prices are considered important. Most people would pay only about half or one third of the market price.
Johanna Varjonen, Kristiina Aalto, Johanna Leskinen. Prompt, professional and inexpensive – customer feedback to household services markets. Publications 2/2007.
