The purpose of this thesis was to analyse the customer feedback survey of last year’s festival organized by the customer company: Tampere Jazz Happening. The author of the research also strived to create suggestions for the customer company by introducing and evaluating different theories related to customer experience.

The background for this thesis was the customer company’s desire to research and pursue new means of marketing the festival for young customers. The festival also had already conducted a feedback survey which they asked the author to research further and more in-depth. The thesis introduced new aspects of interpreting the feedback survey results. The theory for the thesis is based on existing information of the topic area found from journals and online sources.

The results of this thesis help introduce new possible ways for the case company to attract young customers. The thesis also analyses advantages/benefits of using a variety of different tools to improve customer experience.