Vi har gjort en kvalitativ undersökning av hur en bank på den svenska marknaden upprätthåller kundrelationer via en Internetbaserad distributionskanal. Vi har utfört en intervju med Danske Banks Head of Channels Daniel Wahlström för att insamla primärdata för att undersöka och analysera vilka faktorer som är essentiella för att upprätthålla kundrelationer vid en fysisk distansering från kund. Analys av primärdata har skett utifrån utvalda relevanta teorier och perspektiv som behandlar kundrelationer, tjänstekvalitet, kundlojalitet, kundupplevt värde, e-lojalitet samt Customer Relationship Management. Resultatet av studien visar att banken har ett väl fungerande arbete med kundrelationer och sitt CRM-system utifrån de teorier som studien har baserat sig på. Alltjämt försöker banken anpassa sig efter distanseringen från det fysiska bankkontoret till en Internetbaserad kanal där tjänsten också har utvecklats jämsmed kund. Dock kvarstår en del emotionella utmaningar i arbetet med en personlig relation med kund i denna kanal. / We have made a qualitative study of how a bank in the Swedish banking market, maintain customer relationships through an Internet-based distribution channel. We conducted an interview with Danske Bank's Head of Channels Daniel Wahlström to collect primary data to examine and analyze the factors that are essential to maintain customer relationships in aphysical distancing from the customer. Analysis of primary data have been selected on the basis of relevant theories and perspectives that addresses customer relations, service quality, customer loyalty, customer perceived value,e-loyalty and customer relationship management. The results of this study show that the bank works successfully with customer relationships and its CRM system based on the theories in which the study is based on. Although the bankis still trying to adapt to the distancing from the physical branch office to an Internet-based channel in which the service has also developed along the customer. However, there remain some emotional challenges in a personal relationship with the customer in this channel.

During the past decade, growing attention has been given to industrial service offerings in the marketing literature as well as in many manufacturing firms. This phenomenon is often described as a goods-services transition, in which companies increasingly turn to the provision of industrial services in order to achieve competitive advantage, such a closer customer relationships and higher profit margins. Industrial services span a wide range of offerings, from basic after-sales services to process-orientated solutions consisting of both services and capital goods. With industrial service offerings receiving increased attention as their importance is understood, the ability to manage the service business in a manufacturing context becomes ever more vital. The overall purpose of this doctoral thesis is to describe and analyse how capital equipment manufacturing firms strategically manage their industrial service offerings in order to achieve long-term competitive advantage. This includes analysing how to organise the firm for the development and production of service, and, depending on the type of industrial service offering, what the requirements on the service processes are. Furthermore the role of information and communication technologies as enablers for new offerings and processes is analysed. The thesis consists of a compilation of five papers, two case descriptions and an extended summary. The research builds on a multiple case study of the service organisations of market-leading manufacturing firms. The main cases are based on in-depth studies at ITT Water & Wastewater and Toyota Material Handling Group. The results suggest that, as the division between goods and services becomes ever more blurred, there is an increasing need for cooperation between the service and the product organisations. Applying a service logic means that the traditional division between goods sales and after-sales services becomes outdated. Instead, the customer relationship becomes the centre of the offering regardless of its combination of services and goods. Further, the infusion of service in manufacturing firms means that more service processes and interfaces have to be managed simultaneously. Theoretically, this research contributes mainly to the fields of industrial marketing and service as a business logic. One contribution is the proposed typologies for industrial service offerings which make it possible to better understand the dynamics of service processes. Another important contribution of this research is the service function concept. Industrial services must not be equated with the activities of the industrial service organisation only. Although the service organisation most likely is the key entity, it is only one subset of the service function; sales product development, manufacturing, senior management, and other organisational entities, as well as external service providers and customers, are to be seen as part-time service functions that influence the offering. Compared to previously, competitive advantage through industrial service offerings is to a greater extent based on factors outside the service organisation, i.e. in other parts of the service function.

The purpose of this study is to examine and compare how banks with differentiating operations work with their customer relationships. The financial market has changed because of digital advances in society as a whole and because of newly arisen competitors. This has created a new competition were the customer relationship is important as a competitive advantage. To establish how different banks work to retain and maintain their customer relationships we’ve conducted group interviews with banks with differentiating operations. The result shows that banks with different operations work slightly differently regarding their customer relationships. Large banks are more digitally driven and prone to adopt technological solutions. The smaller banks rely on word-of-mouth to gain new customers and attaches significant importance to creating a sort of affinity or an emotional commitment through their local presence. The bank insurance company’s priority is the interpersonal relationship with the customer and believes that this is where trust is built. Furthermore, the relationship between the customer and the banker seems to be stronger and more valued by the customer than the relationship between the customer and the bank as a brand. / Vårt syfte är att undersöka och jämföra hur banker med olika verksamhet arbetar med sina kundrelationer. Bankmarknaden har förändrats på grund av samhällets digitala utveckling och uppkomsten av nya aktörer. Detta har skapat en ny konkurrenssituation där relationen till kunden är viktig som en konkurrensfördel. För att uppnå detta har vi genomfört fokusgruppsintervjuer med banker som bedriver olika verksamheter. Resultatet visar att banker arbetar med kundrelationer på olika sätt. Storbanken är mer digitalt driven och satsar stort på teknologiska lösningar. Sparbanken förlitar sig på positiv ryktesspridning för nya kunder och lägger stor vikt vid att skapa en samhörighet med kunden genom lokal närvaro. Bankförsäkringsbolaget arbetar mycket med fysiska kundmöten och att där skapa förtroende och bygga en relation genom lokal närvaro. Bankförsäkringsbolaget arbetar mycket med fysiska kundmöten och att där skapa förtroende och bygga en relation genom den personliga kontakten. Vidare har vi sett att kunder tenderar att utveckla en starkare relation till en specifik rådgivare än till banken som varumärke och att kunder

nÃo hà / O propÃsito deste trabalho foi observar as prÃticas do marketing de relacionamento desenvolvidas pela indÃstria farmacÃutica como um meio de influenciar o comportamento leal dos clientes mÃdicos. Diante de um mercado tÃo competitivo, como o farmacÃutico, no qual a diferenciaÃÃo dos produtos à cada vez menor, pois os concorrentes copiam rapidamente as inovaÃÃes e oferecem produtos similares a custos menores, os laboratÃrios mudaram seu foco. Antes restrito aos produtos, com investimentos vultosos na pesquisa e desenvolvimento de novas drogas, hoje a indÃstria farmacÃutica busca no fortalecimento da relaÃÃo clienteempresa uma forma de ganhar competitividade no mercado. Desta forma, o presente trabalho partiu de uma pesquisa realizada em SÃo Paulo, por Walmon MagalhÃes Leal, uma pesquisa qualitativa exploratÃria junto à indÃstria farmacÃutica que levantou as principais aÃÃes, benefÃcios e serviÃos realizados pelos grandes laboratÃrios, assim, como, conhecer a atuaÃÃo dos propagandistas no gerenciamento do relacionamento com os mÃdicos. O estudo de Leal (2004) identificou as 10 variÃveis do marketing de relacionamento, mais representativas, utilizadas pela indÃstria farmacÃutica no estabelecimento e desenvolvimento de bons relacionamentos com os mÃdicos. Com isto, foram entrevistados 202 mÃdicos, por meio de uma pesquisa quantitativa descritiva, atravÃs de um questionÃrio fechado, com o intuito de verificar como estes avaliam as prÃticas do marketing de relacionamento das empresas farmacÃuticas. De posse dos resultados dos questionÃrios, de acordo com as respostas dos mÃdicos, estes foram classificados em dois grupos distintos (mÃdicos âleaisâ e ânÃo-leaisâ à indÃstria farmacÃutica). A partir da anÃlise descritiva dos dados e dos testes das premissas para a realizaÃÃo da anÃlise discriminante, mÃtodo de tratamento de dados escolhido, constatou-se que a amostra nÃo poderia ser submetida a uma anÃlise discriminante, assim, optou-se por um teste nÃo-paramÃtrico de comparaÃÃo de mÃdias de Mann-Whitney para colocar à prova as hipÃteses do trabalho. A primeira hipÃtese, de que as prÃticas do marketing de relacionamento das empresas influenciam no comportamento de lealdade dos mÃdicos, foi confirmada, jà que o nÃvel de concordÃncia dos mÃdicos âleaisâ para as variÃveis âfrequÃncia de visitasâ, âinformaÃÃes cientÃficasâ, âajuda financeiraâ, âamostra grÃtisâ e ârelacionamento com os vendedoresâ à estatisticamente maior do que a concordÃncia das mesmas variÃveis dos mÃdicos ânÃo-leaisâ. TambÃm, testou-se a hipÃtese de que os mÃdicos do interior do Estado tendem a ser mais leais à indÃstria farmacÃutica, por perceberem na atuaÃÃo dos propagandistas uma importante forma de se manterem atualizados, jà que os mesmos nÃo tÃm tanto acesso a eventos cientÃficos como os mÃdicos residentes na capital. Isso nÃo foi comprovado, por nÃo haver diferenÃa estatÃstica significantemente maior entre as concordÃncias dos mÃdicos leais do interior e da capital. Como contribuiÃÃo, este trabalho permitiu ampliar o conhecimento sobre a prÃtica do marketing de relacionamento das empresas farmacÃuticas e sua influÃncia no comportamento de lealdade dos mÃdicos, uma vez que este tema ainda à pouco estudado / The purpose of this study was to observe the relationship marketing practices developed by the pharmaceutical industry as a means of influencing the behavior fair doctors clients. Faced with such a competitive market such as pharmaceuticals, where the product differentiation is dwindling, because competitors quickly copy the innovations and offer similar products at lower costs, the laboratories have shifted their focus. Once restricted to products with large investments in research and development new drugs, the pharmaceutical industry today seeks to strengthen the relationship clienteempresa a way to gain market competitiveness. Thus, the present work came from a survey conducted in SÃo Paulo, for Walmon Magellan Leal, research qualitative exploratory by the pharmaceutical industry that lifted the main actions, goods and services provided by large laboratories, as well as, meet the performance the propagandists in relationship management doctors. The study Leal (2004) identified 10 variables of relationship marketing, most representative, used by the pharmaceutical industry in establishing and developing good relationships with doctors. With this, 202 physicians were interviewed by means of Quantitative descriptive search through a closed questionnaire in order to check how they evaluated the relationship marketing practices of companies pharmaceutical. With the results of the questionnaires, according to the responses of physicians were classified into two distinct groups (doctors "loyal" and "non-loyal" to pharmaceutical industry). From the descriptive analysis of the data and the assumptions tests for performing discriminant analysis, data processing method selected, it was found that the sample could not be subjected to a discriminant analysis thus we opted for a non-parametric test mean comparison of Mann-Whitney for put to the test the hypotheses of work. The first hypothesis, that marketing practices relationship of the companies in the medical influence loyalty behavior was confirmed, as the level of agreement of the doctors "loyal" to the variable "frequency template "," scientific information "," financial aid "," free sample "and" relationship with vendors "it is statistically higher than the correlation of the same variables of medical "non-loyal". Also, we tested the hypothesis that doctors in the state They tend to be more loyal to the pharmaceutical industry, because they perceive the actions of propagandists an important way to keep up to date, since they do not have both access to scientific events as medical residents in the capital. This was not proven, because there is significantly higher statistical difference between the concordances of loyal doctors of the interior and the capital. As a contribution, this work allowed to increase knowledge about the practice of relationship marketing of pharmaceutical companies and their influence on loyalty behavior of physicians, since that this topic is still little studied

El presente trabajo aborda un proyecto emprendido por la Dirección de Comunicación de Telefónica en el Perú y su internacionalización a los otros países donde la compañía tiene operaciones en Latinoamérica. Desde una perspectiva más amplia que la de mantener "informados" a los públicos de interés de la empresa acerca de sus actividades, el premio "Estímulo Telefónica a la Comunicación -ETECOM", se planteó desde su inicio como una plataforma facilitadora de relaciones con diversos stakeholders, con una mirada de largo plazo. / Trabajo de suficiencia profesional

Eventmarknadsföring växer som marknadsföringsform och allt fler företag har börjat inkludera denna i sin marknadsföringsstrategi. Genom interaktiv kommunikation via ett event eller en händelse ligger fokus på skapandet av kundrelationer via det fysiska mötet som ofta anses vara mycket värdefullt. Det ger till skillnad från många klassiska strategier såsom direktreklam en möjlighet till en mer meningsfull interaktion med konsumenter. Genom kundkvällar, lanseringsevent, mässor med mera ges möjligheten att utmärka sig i mängden och förstärka sitt varumärke. Syftet med den här studien är därför att skapa en förståelse för hur företag använder event som marknadsföring för att stärka sitt varumärke och varför det är viktigt. Forskningsfrågan formulerades utifrån studiens syfte och ämnar ge svar om på vilket sätt eventmarknadsföring anses vara en fördelaktig marknadsföringsstrategi. I den här studien har en kvalitativ metodik använts genom semi-strukturerade intervjuer med 6 företag inom olika branscher. Det teoretiska ramverket omfattar teorier och modeller inom eventmarknadsföring samt närliggande områden såsom kundrelationer, varumärken, sponsring, kommunikation och utvärdering. Dessa områden valdes för att få en övergripande bild utav alla viktiga delar när man använder eventmarknadsföring. Den empiriska datan från studien indikerar att eventmarknadsföring anses vara en fördelaktig marknadsföringsstrategi utifrån många aspekter. Dels handlar det om ett mycket mer interaktivt samspel mellan företag och konsument som uppstår via det fysiska mötet som eventet möjliggör. Det i sin tur gör att långsiktiga och lönsamma relationer skapas och att varumärket uppmärksammas och stärks genom att synas och sticka ut. Dessutom känner konsumenten ett mervärde genom upplevelsen av att gå på ett fysiskt event i tider när allt fler möten och event digitaliseras. Därmed förhöjs det fysiska mötet som kommer att få ännu mer status. Resultatet påvisar även att eventmarknadsföring kan vara ett av de bättre sätten att kommunicera på genom att beröra flera sinnen och komma närmare sin målgrupp. Vidare finns en medvetenhet om svårigheten i att mäta effekterna av eventmarknadsföring, men resultatet tyder på att på grund av dess många fördelar i form av relationer och fysiska upplevelser anses fortfarande denna marknadsföringsstrategi vara effektiv och värdefull. Studien är skriven på svenska. / Event marketing is growing as a form of marketing and more and more companies have started to include this in their marketing strategy. Through interactive communication through an event or happening, the focus is on creating customer relationships through the physical meeting, which is often considered very valuable. Unlike many classic strategies such as direct advertising, it provides an opportunity for a more meaningful interaction with consumers. Through customer evenings, launch events, trade fairs and more, the opportunity is given to stand out in the crowd and strengthen their brand. The purpose of this study is therefore to create an understanding of how companies use events as marketing to strengthen their brand and why it is important. The research question was formulated based on the purpose of the study and intends to provide answers to how event marketing is considered an advantageous marketing strategy. In this study, a qualitative methodology was used through semi-structured interviews with 6 companies in different industries. The theoretical framework includes theories and models in event marketing as well as related areas such as customer relations, brands, sponsorship, communication and evaluation. These areas were chosen to get an overall picture of all the important parts when using event marketing. The empirical data from the study indicate that event marketing is considered a beneficial marketing strategy based on many aspects. On one hand, it is about a much more interactive interaction between company and consumer that arises through the physical meeting that the event makes possible. This in turn means that long-term and profitable relationships are created and that the brand is noticed and strengthened by being visible and standing out. In addition, the consumer feels an added value through the experience of going to a physical event in times when more and more meetings and events are being digitized. This increases the physical encounter, which will gain even more status. The results also show that event marketing can be one of the better ways to communicate by touching multiple senses and getting closer to your target audience. Further, there is an awareness of the difficulty of measuring the effects of event marketing, but the results suggest that this marketing strategy is still considered effective and valuable due to its many benefits in terms of relationships and physical experiences. This study is written in Swedish.

Over the past decades, technological advancements have made everyday objects smart, and naturally, these developments have reached the packaging industry too. Packaging equipped with sensors and chips can provide new experiences to its customers and one of the technologies that has shown its potential to contribute to this is Near Field Communication (NFC). Previous implementations of NFC in product packaging were limited to higher-end products. However, production costs of the chips have dropped substantially and has led to more adaptations. With more and more products using the technology, more consumers will get exposed to NFC- enabled packaging. Generation Z is one of those consumer groups. Thus, this study aimed to explore how NFC technology embedded in product packaging can influence the user experience for Generation Z and their relationships with brands. To achieve this goal, a qualitative approach was implemented, and 5 semi-structured interviews were conducted to get an understanding of the members of the generation’s view on NFC-enabled packaging. Emerging themes included added value, brand image, ease of use, right product, and environmental concerns. The findings from this study revealed the potential of NFC-embedded packaging and highlights the benefits it can provide to Generation Z but also several pain points and considerations.

The office market in Stockholm is constantly evolving, and property owners must actively work to meet tenants' demand for office spaces. The increased demand for alternative office solutions has led to the development of coworking facilities and fully furnished offices. Digitalization and the ability to work remotely have raised higher expectations for offices. Consequently, shared services have become a significant part of the current development in commercial offices, aiming to provide attractive workspaces that employees want to be in. The purpose of this master thesis is to map the shared services offered by property owners in their properties, how shared services are included in lease agreements, what property owners consider to be included in the concept of shared services, and how companies manage their customer relationships. The objective is to gain a deeper understanding of the evolution and applications of shared services in the commercial real estate market in Stockholm. The concept is rooted in value creation of properties, customer relationships, business models, and strategies. To achieve the goals and objectives of the master thesis, a qualitative study was conducted. Additionally, a literature review and  an empirical study was carried out through semi-structured interviews with the nine largest property owners in Stockholm. The results showed that property owners have different perspectives on the concept of shared services and that shared services can be categorized into three different levels with the lowest level being changing rooms, shared reception and bicycle rooms. The next level includes car parking, conference facilities, bookable meeting rooms, a gym and the last level is peculiar services such as dog daycare, laundry handling and car charging points. Furthermore, the results indicate that some property owners have chosen to implement more shared services in their portfolios than others. Property owners have also chosen different methods to account for the fee for shared services in lease agreements, with the majority of the companies charging it as x SEK/sqm . The authors also note that property owners have expanded their range of office solutions to adapt to the current market such as coworking and fully furnished offices. / Kontorsmarknaden i Stockholm är i ständig rörelse och fastighetsägare måste aktivt arbeta med att möta hyresgästernas efterfrågan på kontorslokalerna. Den nya ökade efterfrågan på alternativa kontorslösningar har bidragit till utvecklingen av bland annat coworking anläggningar och fullt möblerade kontor. Digitaliseringen och möjligheten att arbeta på distans har medfört att större krav sätts på kontoren. Gemensam service har därför blivit en stor del av dagens utveckling av kommersiella kontor för att kunna erbjuda attraktiva arbetsplatser som anställda vill vara på. Syftet med denna masteruppsats är att kartlägga vilken gemensam service fastighetsägare erbjuder i sina fastigheter, hur gemensam service inkluderas i hyresavtalen, vad fastighetsägare anser ingå i konceptet gemensam service samt hur företagen arbetar med sina kundrelationer. Syftet är att få en djupare förståelse för utvecklingen och tillämpningarna av gemensam service inom den kommersiella fastighetsmarknaden i Stockholm. Konceptet har en bakgrund inom värdeskapande av fastigheter, kundrelationer, affärsmodeller och affärsstrategier. För att uppnå masterarbetets mål och syfte har en kvalitativ studie genomförts. Vidare har en litteraturundersökning och en empirisk studie genomförts genom semistrukturerade intervjuer med de nio största fastighetsägarna i Stockholm. Resultatet visade att fastighetsägare har olika syn på konceptet av gemensam service. Efter analys av den empiriska studien kan gemensam service kan delas in i tre olika nivåer där den lägsta nivån innehåller omklädningsrum, gemensam reception och cykelrum. Nästa nivå innehåller bilparkering, konferensrum, bokningsbara mötesrum och gym och den sista nivån är service som hunddagis, tvätthantering och el-laddningsplatser för bilar. Vidare visar resultatet att vissa fastighetsägare har valt att implementera mer gemensam service än andra i sitt bestånd. Fastighetsägarna har även valt att redovisa avgiften för den gemensamma servicen på olika sätt i hyreskontrakten där majoriteten av företagen debiterar gemensamma service som x SEK/kvm. Författarna kan även konstatera att fastighetsägare har breddat sitt utbud på kontorslösningar för att anpassa sig till dagens marknad som bland annat coworking och fullt möblerade kontor.

Many entrepreneurs pursue the IT-industry, which is characterized by opportunities and international growth. However, due to failures in sales, marketing and operations, many IT-startups never reach profitability and sustainable performance.  On behalf of the IT-startup Realbridge, the authors have been asked to investigate how their sales process can be made more efficient. By identifying elements in the sales process, the authors can provide suggestions supported by theories and qualitative data on how Realbridge and similar companies can redesign and improve their sales process. The study further investigates the role of sales in the business model and how a changed sales process impact value delivery and innovate the business model. Consequently, the thesis aims to answer the following research questions: How does a firm’s sales process impact value delivery in the business model? How can small IT-companies similar to Realbridge and their product improve their sales process efficiency? This degree project has several purposes. Firstly, it aims to further investigate the role of sales in value delivery in the business model. This will extend knowledge and research on value delivery and sales, and will further investigate the relationship between components of the business model. Secondly, it will serve as a guide for managers in IT-firms on how they can improve the sales process. Thirdly, it will create an understanding of how IT-firms similar to Realbridge can develop or innovate their business model in terms of changed value delivery, key activities and sales process. As the aim of this study is to extend knowledge in the business model and sales literature, as well as analyze Realbridge’s sales process and culminate in recommendations on how IT-startups can increase their sales efficiency, this degree project takes form as a qualitative case study. Interviews have been conducted with interviewees in four different organizations with three different perspectives: Realbridge’s perspective, customer in the car dealership industry’s perspective and non-customer in the car dealership industry’s perspective. The data has been processed in accordance to thematic analysis. The analysis has led the authors to the conclusion that a changed sales process impact value delivery and consequently innovate the business model. It is also found that the sales process impact value creation and capture. Moreover, in order to effectively design a sales process, Realbridge and similar companies must effectively segment the market, focus on fewer segments initially and target them according to their expected financial contribution. They should state and communicate a specific value proposition related to the approached segment’s main needs. Furthermore, customer preferences have to be accounted for in terms of sales channels and type of relationships, and it can be seen as a financial risk to maximize value creation and value delivery for all customers.

The diploma thesis deals with valuation of two types of intangible property in context on financial reporting, specifically purchase price allocation according to IAS/IFRS. The theoretical part describes the framework and specifics of valuation for financial reporting purposes and the basic valuation approaches and methods. An emphasis is placed on the multi-period excess earnings method, which is typically used for valuation of exotic intangible assets. In the practical part there is a demonstration of valuation of customer relationships in the banking sector by the multi-period excess earnings method and valuation of assembled workforce, including a discussion of potential weak points and possible variations of the commonly used income-based valuation method.