With the rise of Web 2.0 concept, the development of virtual communities focuses more on the factors of relationship and interaction. Micro-blogging, the kind of community platforms that limit the length of a post and emphasize real-time and interactive features, has become popular these years. Seeing the potential of micro-blogging marketing, many businesses start to use micro-blogging as a promotional channel. With the different characteristics and multiple features of micro-blogging services, however, most businesses are still exploring how to make relationship marketing successful. This study uses commitment-trust theory by Morgan & Hunt (1994) to investigate the building of trust and commitment between users and communities and their influence on community loyalty from the perspective of relationship commitment. An online-survey was conducted among Plurk users, and 300 valid respondents were used for data analysis by structural equation modeling (SEM). The results indicate that commitment and trust have a significantly positive effect on loyalty. Trust is significantly influenced by shared values, communication and opportunistic behavior, and commitment is significantly influenced by relation-ship benefits and trust. Information quality and shared values, however, do not have significant impact on commitment. Furthermore, user characteristics and usage frequency have significant moderating effect on the level of causal influence. The results show the importance of trust and commitment building in micro-blogging and provide useful suggestions for micro-blogging marketing.

ABSTRAKT Onlinekasino är ett snabbt växande område. Dock finns det generellt sett en negativ uppfattning bland allmänheten gentemot onlinekasino där det råder ett bristande förtroende. Det har i denna studie uppstått en önskan att förstå anledningen bakom detta. För att anskaffa data gällande ämnet har en kvalitativ studie utförts i forma av semistrukturerade intervjuer med tidigare samt nuvarande spelare. Vars syfte handlar om att belysa de faktorer som anses vara viktiga för förtroendeskapande, åtagande samt retention i en onlinakasino kontext. Detta för att ta reda på vad onlinekasino-företag behöver arbeta mot för att skapa högre förtroende i den specifika kontexten. Inledningsvis presenteras relevanta teorier om commitment-trust theory samt retention. Den tidigare forskningen används för att visa på de faktorer som tidigare ansetts vara viktiga mot förtroendeskapande samt retention. Utförandet av studien har genomförts av välkända metoder som datatriangulering, semistrukturerade intervjuer, ljudinspelning av intervjuer, transkribering samt kodning och tematisering. Därav har ett resultat framkommit med ett antal faktorer som anses vara viktiga för förtroendeskapande, åtagande samt retention i en onlinekasino kontext. Vidare forskning och tester behövs innan det resultat och de faktorer som framkom kan fastställas som giltiga för förtroendeskapande, åtagande samt retention. Nyckelord: Onlinekasino, hasardspel, förtroende, åtagande, retention, commitment-trust theory. / ABSTRACT Online casino is an ever fast growing area. However, there is generally a negative perception among the public towards online casinos where there is a lack of trust. In this study, a desire has arisen to understand the reason behind this. To obtain data on the subject, a qualitative study has been carried out in the form of semi-structured interviews with previous and current players. This study aims to highlight the factors that are considered important for building trust, commitment and retention in an online casino context. The purpose is to find out what online casino companies need to work towards to build trust in this specific context. Initially, relevant theories on commitment-trust theory and retention are presented. The previous research is used to show the factors that were previously considered important for building trust and retention. The study has been carried out by well-known methods such as data triangulation, semi-structured interviews, sound recording of interviews, transkription, coding and thematization. Hence, a result has emerged with a number of factors that are considered important for building trust, commitment and retention in an online casino context. Further research and tests are needed before the results and the factors that emerged can be determined as valid for building trust, commitment and retention. Keywords: Online casino, gambling, trust, commitment, retention, commitment-trust theory.

The need for online banking technology in the banking industry is important to allow financial institutions to serve their customers worldwide, without having the need to be present in person or face-to-face to benefit from the service. Despite the investment in informational technology and information system infrastructure by Saudi Arabian financial institutions, the Saudi banks have lagged their Western counterparts when it comes to provision of online banking services. Given a relatively recent adoption of online banking in Saudi Arabia, consumer trust in online banking is a critical challenge facing bank managers, warranting further research. The aim of this research is to develop a framework to improve consumer trust toward online banking services and its affect consumer intentions to use the online banking service and e-WOM. The literature included the assessment of relevant theories including social cognitive theory, technology acceptance model and commitment trust theory. These theories formed the basis of formulation of research framework, including development of 12 research hypotheses. Perceived usefulness, perceived ease of use, relationship termination cost, shared value, communication, privacy and demographic factors all have an important role in influencing the extent of trust and the subsequent intention of customers to engage in and use online banking services provided by the financial institutions. When it comes to the literature gap, there remains a relative lack of existence of research on the subject of consumer trust in online banking within Saudi Arabia (Zhou, 2012; Alanezi and Brooks, 2014; AL-Malkawi et al., 2016), which presents a gap in the literature warranting further research. Moreover, most of the prior research on the subject of consumer trust in online banking has concentrated on the information cues such as reputation and information quality (Montazemi and Qahri-Saremi, 2015). This is alongside relatively little attention given to other factors such as perceived usefulness, ease of use, shared value, and privacy/security, which are crucial factors in online banking services (Fatima, 2011; Aloul., 2012; Montazemi and Qahri-Saremi, 2015). Regarding methodology, the positivist research philosophy, deductive approach, survey questionnaire and quantitative data collection and analysis techniques were undertaken. A key rationale for selection of such a methodology is the review of relevant literature, which led to development of research hypotheses that are tested through the survey technique, which is consistent with positivist and deductive research approach. The survey questionnaire request was sent online to 800 research participants (users of online services in Saudi Arabia). Out of these 800, 585 responded (indicating a response rate of an impressive 73%). The response rate was improved through giving regular reminders to the research participants who had not responded to the survey earlier. The findings of this research support the argument that trust in e-bank website play an important role in maintaining long term relationship with customers. Therefore, online banks who deal with their customers in a confidential, transparent and honest manner and ultimately protect the consumers' interests are likely to contribute to greater adoption of online banking by customers in Saudi Arabia. Furthermore, it is also concluded that perceived ease of use, trust in online banking website, trust in technology, relationship termination cost, privacy/security, shared value, and communication have positive and significant effect on customer trust in e-bank website, intention to use online banking, and e-WOM.

Knowing what to sell, when to sell, and to whom to sell is essential buyer behavior insight to allocate scarce marketing resources efficiently and effectively. Applying the theory of relationship marketing (Morgan and Hunt 1994), this study seeks to investigate the link between commitment and trust and firm adoption of radically innovative information technology (IT). The construct of radical innovation is operationalized through the use of cloud computing. A review of the vast scholarly literature on radical innovation diffusion and adoption, and modeling techniques used to analyze buyer behavior is followed by empirical estimation of each of the radical innovation adoption questions of purchase timing, brand choice, and purchase amount. Then, the inefficiencies in the independent model process are highlighted, suggesting the need for an integrated model. Next, an integrated model is developed to link the purchase timing, brand choice, and purchase amount decisions. The essay concludes with insight for marketing practitioners on the strength of the factors of commitment and trust on adoption of radical innovation, an improved methodology for the business-to-business marketing literature, and potential further research paths.

Background: For manufacturing suppliers, careful handling of business relationships with dealers is an essential function required for business success. End consumers rely on dealers for product information, advice and after sales support; all of which being factors capable of enhancing their perceived value of the product. The importance of the dealers for the end consumers implies that it is in the interest of suppliers to manage their relationship with the dealers in a satisfactory manner in order of gaining their support and commitment. In the case of suppliers in the Swedish market for outdoor power equipment, managing this relationship with servicing dealers is of great importance to their business success and viability. Successful management of such relationships requires coordination and cooperation. Thus, it is in the interest of suppliers to understand how long-term cooperation with dealers can be enhanced. Purpose: Our research focuses on identifying determinants that enhance sustainable cooperation between manufacturers and servicing dealers in the Swedish outdoor power equipment market. Method: A survey was conducted among servicing dealerships in Sweden testing eight hypotheses developed through an adaption of Morgan and Hunts’ (1994) Commitment-trust theory together with an extensive literature review. The results were ana-lysed and tested with correlation analysis. Conclusions: Trust and commitment were found to be determinants in fostering sustainable cooperation between dealers and manufacturers in the Swedish market for outdoor power equipment. Furthermore, four important antecedents for dealer commitment were identified; supplier commitment, support, termination costs and participation. Whereas, communication was found to be an important precursor for trust.

Knowing what to sell, when to sell, and to whom to sell is essential buyer behavior insight to allocate scarce marketing resources efficiently and effectively. Applying the theory of relationship marketing (Morgan and Hunt 1994), this study seeks to investigate the link between commitment and trust and firm adoption of radically innovative information technology (IT). The construct of radical innovation is operationalized through the use of cloud computing. A review of the vast scholarly literature on radical innovation diffusion and adoption, and modeling techniques used to analyze buyer behavior is followed by empirical estimation of each of the radical innovation adoption questions of purchase timing, brand choice, and purchase amount. Then, the inefficiencies in the independent model process are highlighted, suggesting the need for an integrated model. Next, an integrated model is developed to link the purchase timing, brand choice, and purchase amount decisions. The essay concludes with insight for marketing practitioners on the strength of the factors of commitment and trust on adoption of radical innovation, an improved methodology for the business-to-business marketing literature, and potential further research paths.

Sammanfattning   Datum: 24 maj 2018   Nivå: Magisteruppsats i Företagsekonomi, specialisering Marknadsföring   Institution: Institutionen för ekonomi, teknik och samhälle – Luleå Tekniska Universitet    Författare: Douglas Anton och Ludvig Lundh   Handledare: Maria Ek Styvén   Titel: Relationsmarknadsföring – Köpcentrumägarens bästa vän? En kvalitativ studie om relationer mellan köpcentrumägare och hyresgäster   Nyckelord: Relationsmarknadsföring, Tillit och Engagemang, Kommunikation, Köpcentrum    Syfte: Mot bakgrund av e-handelns frammarsch och dess marknadstransformation syftar denna studie till att undersöka hur köpcentrumägare i Sverige arbetar med relationsmarknadsföring för att bibehålla detaljhandelns fysiska butiker.   Metod: En deduktiv flerfallsstudie av kvalitativ karaktär genomförd genom fem intervjuer.   Slutsats: Köpcentrumägare i Sverige arbetar med relationsmarknadsföring och tillämpar Morgan och Hunts (1994) strategier. Bland de fyra strategierna är kommunikation den strategi som är mest framträdande, framförallt genom fysiska möten med hyresgästerna. Studien visar också att majoriteten av köpcentrumägarna eftersträvar och upplever att de fostrar känslomässigt engagemang i relationen och att hyresgästerna stannar om de trivs i relationen. Studien visar även att köpcentrumägarna i studien arbetar för och upplever att hyresgästerna känner tillit. / Abstract   Date: May 24th 2018   Level: Master thesis in Business Administration, Specialization Marketing   Institution: Department of Business Administration, Technology and Social Sciences, Luleå - University of Technology   Authors: Douglas Anton and Ludvig Lundh   Tutor: Maria Ek Styvén   Keywords: Relationship Marketing, Commitment-Trust theory, Communication, Shopping center   Purpose: In the light of the growing e-commerce and its transformational impact on the market, this study aims to investigate the use of relationship marketing among Swedish property owners operating in the market for shopping centers as a strategy to retain their retail tenants.    Method: A deductive multiple case study with qualitative data collection conducted through five interviews.   Conclusion: Property owners in the Swedish market for shopping centers apply relationship marketing and the strategies by Morgan and Hunt (1994). Communication is found to be the most prominent strategy and is frequently practiced through meetings with tenants in person. The majority of the property owners experience affective commitment in relationships with tenants and believe that tenants who experience affective commitment tend to continue the relationship rather than ending it. The study also found that property owners experience trust and are actively working towards fostering trust in their relationships with tenants.

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.

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.