Mobilapplikationer har på bara några år kommit att bli en naturlig del i marknadsföringsmixen för många företag som vänder sig till slutkonsumenter. Nu spås företagsapplikationer, mobilapplikationer skapade för företagsanvändare, stå inför sitt stora genombrott. Det verkar bland forskare och praktiker finns en allmänt utbredd åsikt om att mobilapplikationer har stor potential att bli en kraftfull B2B-marknadsföringskanal. Trots detta har mobilapplikationer ännu inte fått något omfattande genomslag inom B2B- sektorn och det råder stor osäkerhet kring hur de möjligheterna som mobilapplikationer har potential för ska tas tillvara. Syftet med den här uppsatsen är att försöka räta ut några av dessa frågetecken genom att utreda hur en mobilapplikation används som marknadsföringskanal av ett svensk B2B- företag, och utifrån detta undersöka mobilapplikationers potential som marknadsföringskanal utifrån två för B2B-marknadsföringsområdet centrala teoretiska perspektiv: relationsmarknadsföring och värdeskapande. För att kunna göra detta har vi genomfört en fallstudie av hur ett svenskt B2B- företag, ABB använder sig av mobilapplikationer i marknadsföringssyfte. Studien bygger på både kvantitativ och kvalitativ data i form av en telefonsurvey med 50 respondenter i mobilapplikationens primära målgrupp, samt 7 djupintervjuer varav 2 intervjuer med intressenter från undersökningsföretaget och 5 intervjuer med kunder till företaget som använder mobilapplikationen. Baserat på resultatet av undersökningarna har vi kunnat konstatera att den undersökta mobilapplikationen i ABB:s fall har påverkat både relationen mellan företaget och dess kunder, och det värde som kunderna upplever i transaktioner med företaget, positivt. Vidare har vi kunnat konstatera att en majoritet av respondenterna i våra undersökningar har en positiv inställning till mobilapplikationer som marknadsföringskanal. Våra djupintervjuer har också visat att kunderna anser att mobilapplikationer har många fördelar gentemot andra marknadsföringskanaler. Vi har utifrån detta kunnat dra slutsatsen att mobilapplikationer kan utgöra en lämplig marknadsföringskanal för B2B-företag. / Mobile applications are often claimed to be a suitable marketing tool for B2B companies and the world market for B2B mobile applications is expected to outgrow the mobile app market for consumer products within a few years. The idea of using mobile applications as a B2B marketing tools has been discussed by theorists in the field for years but there is still an evident lack of studies focusing on the use of mobile application in a B2B context. Many practitioners seem convinced that mobile apps have the potential to become a powerful B2B marketing tool. Yet B2B mobile applications are still fairly uncommon and great insecurity seem to prevail in regards to how companies can use mobile apps successfully as vehicles for B2B marketing. The purpose of this study is to investigate how mobile applications can be used as marketing tools in a B2B context and to investigate if mobile applications have any impact on customer relations and experienced customer value. To do so, we have conducted a case study of a B2B company using a mobile application in their marketing programme. A quantitative telephone survey was conducted to estimate awareness and usage of the app among customers within the target group. Qualitative data has been compiled through a number of in-depth interviews with involved stakeholders of the investigated company as well as a number of customers using the app. The empirical findings have been analyzed using a theoretical framework based on theories of relationship marketing and value creation, encompassing Morgan & Hunt’s (1994) Key Mediating Variable Model and Amit & Zott’s (2001) Value Creation Model. The findings of the study indicate that mobile applications can have a positive impact on customer relations and the value that customers experience when engaging in transactions with a company. Furthermore, a majority of the respondents participating in the study have a positive attitude towards mobile applications and believe that mobile apps have a number of advantages in relations to other marketing channels. Based on these finding the authors have come to the conclusion that mobile apps can be an appropriate marketing tool for B2B-companies seeking to deepen customers relations and enhance customer value.

The context of this study is Bangladesh`s food retailing sector. The main purpose of this study is to investigate the relationship between Customer Relationship Marketing (CRM) and customer retention. Since Independence in 1971, Bangladesh has made solid progress and made substantial improvements in its economy, with GDP growth of 5-6% consistently over the past decade. With the real economic growth coupled with rapid urbanisation, the country has witnessed a new form of organised retailing that started to emerge in early 2000. This organised retail format is undergoing a period of unprecedented expansion, something that is driving additional demand and as well as creating opportunities for further enterprise. There are clear signs of substantial and potential growth in future. The economic growth coupled with the growth of urbanisation, changes in demographic factors, increases in employment and income levels has had a profound influence on consumers shopping behaviour and hence, Customer Relationship Marketing. The core aim of Relationship Marketing is to build a long lasting mutually bonded relationships with customers and various other important stakeholders. The concept has attracted considerable attention among scholars in recent decades and has appeared in service marketing literature as a new marketing paradigm. The concept is considered to be critical to the success of any organisation as it has been an accepted phenomenon that maintains that existing customers are far easier to retain than is the process of acquiring new customers. In order to stay in business and cope with the challenging business dynamism, organisations are continuously searching for reliable and serviceable strategies to be employed in order to increase customer retention. However, there is a lack of an accepted level of consensus among researchers on the core antecedents of relationship marketing that can be used to achieve the above aims, especially while the concept is new in the context of organised retailing sectors in Bangladesh. In response, this thesis developed a conceptual framework of customer retention strategy to conduct an empirical investigation in one holistic model: (i) the relationships between relationship quality and customer retention; (ii) how bonds influences the relationship quality? As well as (iii) the effect of CRM on customer loyalty and retention. The model incorporates bonds, service quality and components of relational quality (Trust, commitment and satisfaction) into one relationship model to show the relationship between these five constructs and customer loyalty and finally the independent variable of customer retention. The model establishes eleven hypotheses to understand the relationships between various constructs. Furthermore, in order to understand the intensity of grocery food consumers loyalty, Oliver`s Four Stages loyalty model was used. A sample of 202 grocery food retail customers were selected in a random sample from four selected superstores located in Dhaka, the capital of Bangladesh. Data were collected via mail questionnaires. The questionnaires content validity was tested by conducting a pre-test of 50 households before conducting the final survey. The results support hypothesized relationships built on the model. Correlation analysis indicates that all the coefficient correlate significantly except commitment that shows the least strengths of the correlation coefficient. Nevertheless, correlations were statistically significant. Therefore, all eleven hypotheses are confirmed to some degree. The findings indicate that service quality, trust, bond and customer satisfactions are vital for creating positive customer loyalty which in turn creates customer retention. In regards to the intensity of four types of loyalty (cognitive, affective, co-native and action) results indicate that the intensity of cognitive loyalty was higher than affective loyalty, co-native and action loyalty. Co-native loyalty is also higher than action loyalty. This thesis provides evidence for the first time in Bangladesh of various linkages between bonds, service quality, relationship quality, loyalty and retention and hence, contributes to both theoretical and practical knowledge. The findings suggest that by employing adequate service quality provisions and bonds it is possible to enhance and build quality relationships between parties.

Cette recherche doctorale s’intéresse à la gestion de la précarité par les collectivités territoriales, au travers des relations nouées avec le tissu associatif local. L’exploration théorique de ces liens conduit tout d’abord à relever la triple contribution de ces relations inter-organisationnelles à la gestion locale de la précarité (une aide aux précaires plus complète, un meilleur repérage de la précarité, un meilleur savoir et savoir-faire en matière de publics précaires). Elle conduit ensuite à relever l’importance des interactions entre la nature de la relation collectivité territoriale – associations (au travers des comportements d’engagement et de confiance qui la définissent) et les modes de contrôle inter-organisationnel mobilisés dans ces relations. L’influence de ces interactions sur la force de la contribution des relations observées à la lutte contre la précarité est alors révélée. La recherche empirique conduit à s’intéresser plus particulièrement aux relations nouées entre une mairie française et les associations qu’elle subventionne afin de pallier la précarité sur son territoire. Une démarche qualitative reposant sur l’analyse de contenu d’entretiens semi-directifs permet de dépeindre largement leurs liens. Une classification hiérarchique des relations étudiées permet d'aboutir à une typologie en trois familles des relations mairie-associations dans la gestion locale de la précarité. / This dissertation focuses on relationships between local authorities and local associations as a means of dealing with precariousness. The theoretical exploration of these partnerships leads us firstly to point out the triple contribution of those inter-organizational relationships to the local management of precariousness (in the form of more complete support for precarious people, better identification of precariousness, and better knowledge and expertise concerning the precarious public). It then brings us to highlight the importance of interactions between the nature of the relationship of local authorities with local associations (through commitment-trust behaviors) and the inter-organizational forms of control used in those relationships. Those interactions’ influence on the contribution’s strength of the observed relationships to the local management of precariousness is then revealed. The empirical research concentrates on the relationships between a French municipality and its associations to overcome precariousness on their territory. A qualitative approach based on a content analysis of semi-directive interviews helps paint an accurate picture of their links. A hierarchical classification of the studied relationships allows to end in a typology in three families of French municipality-associations relationships in the local management of precariousness.

M. Tech. (Department of Logistics Management, Faculty of Management Sciences), Vaal University of Technology. / The food retail industry is an important contributor to the economy. Buyers and suppliers in this industry work in collaboration with each other to achieve superior supply chain performance. To achieve this, they have to find ways and methods to improve it. The purpose of this study was to investigate the drivers of supply chain performance in the food retail industry in the Gauteng province. This study considers three of these drivers, namely buyer-supplier trust, buyer-supplier commitment and supply chain relationship longevity. A quantitative approach was adopted in which a survey questionnaire was used to collect data from 429 managers and staff members from food retailing firms in the Gauteng province. The study used a non-probability convenience sampling technique to select respondents. Data were analysed with the aid of two software packages, namely the Statistical Package for the Social Sciences (SPSS version 24.0) and the Analysis of Moment Structures (AMOS version 24.0). A confirmatory factor analysis was applied in examining and testing the relationships between observed constructs and their causal latent constructs while structural equation modelling was used to test the hypothesised relationships between constructs. The results of the research revealed that buyer-supplier trust, buyer-supplier commitment and supply chain relationship longevity positively and significantly influence supply chain performance. Buyer-supplier trust exerted a positive and significant influence on both buyersupplier commitment and relationship longevity. Also, the results showed that buyer-supplier commitment has a positive and significant influence on relationship longevity. The study concludes that to achieve greater supply chain performance, food retailers should expedite the levels of trust, commitment and length of relationships with their suppliers. The results of this study provide useful insights on how businesses in the food retail industry could benefit from trust, commitment and relationship longevity as well as on how to improve supply chain performance. The results of this study contribute to the existing body of knowledge by generating new information on buyer-supplier relationships. Therefore, the study is useful to buyers and suppliers in the food retail industry who wish to enhance supply chain performance and develop better relationships.