The subject of this thesis is a customer satisfaction survey at Suomen Polkupyörätukku Oy (Finland BicycleWholesale Ltd), which has commissioned this research. The aim of this study was to determine the level of customer satisfaction at the company, as well as issues related to the sale of new bikes, such as quality of service. The second aim was to identify potential defects in the company’s activities and to try to provide solutions to them.

The study used quantitative research methods, with a survey conducted by mail in the 2011 Christmas period. The questionnaires were completed using paper forms at the Olari branch store. The sample consisted of customers who had bought something from store. A total of 100 questionnaires were distributed and 76 forms were returned. The response rate was therefore 76%.

The theoretical sections broadly examine the factors affecting customer satisfaction, as well as the methodology of the customer satisfaction survey and its significance. The theoretical background consists of six distinct subject areas, which are customer satisfaction in general, customer satisfaction research, customer satisfaction formation, customer management and service in general.

After the theoretical sections the thesis presents the annual customer satisfaction survey. Before the actual research results are presented the background of the survey is discussed, including, the primary subject of research and the problem.

The paper concludes with a development proposal for the company, which concerns a customer loyalty system.

The research results were processed by statistical methods and the investigation revealed that the respondents' satisfaction with the company was positive.