A retenção de clientes é um imperativo para a competitividade das organizações, com reflexos importantes na sua participação de mercado, lucratividade e rentabilidade. Muito embora estudos, tanto teóricos quanto empíricos, relacionados aos determinantes da retenção de clientes e seu impacto no desempenho das empresas venham sendo realizados há pelo menos três décadas, os construtos utilizados na elaboração dos modelos teóricos utilizados sofreram relativamente poucas alterações ao longo deste período. Neste sentido, foi desenvolvido e testado um modelo teórico original, que contempla os construtos Proposição de Valor, Recursos Operados, Recursos Operantes, Facilitação de Valor, Cocriação de Valor e Valor de Uso como determinantes da Retenção de Clientes. O estudo foi conduzido por meio de uma pesquisa quantitativa, mais especificamente com a realização de uma survey, realizada junto a uma amostra de 273 clientes de uma instituição financeira (banco de varejo). A análise dos resultados foi realizada com base na estatística multivariada, utilizando-se a Modelagem de Equações Estruturais para analisar e compreender os elementos e relações que compõem o Modelo Teórico proposto. Os resultados apontaram que o Modelo Teórico proposto apresentou índices de ajuste satisfatórios. A contribuição de maior destaque é a validação das relações entre os construtos testados, evidenciando que a proposição de valor influencia significativa e positivamente os recursos operados e operantes; os recursos operados influenciam significativa e positivamente a facilitação de valor; os recursos operantes influenciam significativa e positivamente a cocriação de valor; a proposição de valor influencia significativa e positivamente a facilitação de valor e a cocriação de valor; a facilitação e a cocriação de valor influenciam significativa e positivamente o valor de uso; e o valor de uso influencia significativa e positivamente a retenção de clientes no contexto de um banco de varejo. Adicionalmente, foi constatado que o tipo de cliente (cliente de um único banco ou de múltiplos bancos), modera positivamente a relação entre a proposição de valor e os recursos operados. Dessa forma, o estudo contribui para a evolução da compreensão dos conceitos testados, ampliando o entendimento de cada construto individual e fornecendo evidências empíricas de sua relação como determinantes da retenção de clientes. / Customer retention is an imperative for competitiveness of organizations, with important effects on market share, profitability and profitability. Although studies, both theoretical and empirical, related to the determinants of customer retention and its impact on business performance will be carried out for at least three decades, the constructs used in the preparation of the theoretical models used have undergone relatively little change over this period. In this sense, it was developed and tested an original theoretical model, which includes the constructs Value Proposition, Operated Resources, Operants Resources, Value Facilitation Co-creation of Value and Use Value as determinants of Customer Retention. The study was conducted through a quantitative research, specifically with the completion of a survey, carried out among a sample of 273 customers of a financial institution (retail banking). The analysis was based on multivariate statistics, using structural equation modeling to analyze and understand the elements and relationships that make up the proposed theoretical model. The results showed that the proposed Theoretical Model presented satisfactory fit indexes, considering its originality. The most prominent contribution is the validation of significant and positive relationships between the constructs tested, showing that value proposition influences significant and positively operand and operant resources; operand resources influence significant and positively value facilitation; operant resources influence significant and positively the value co-creation; value proposition influences significant and positively the value facilitation and value co-creation; value facilitation and value co-creation influence significant and positively the value-in-use; and the value-in-use influences significant and positively the customer retention in the context of a retail bank. Furthermore, this study shows that the client profile positively moderates the relationship bertween value proposition and operand resources. Thus, the study contributes to the evolution of the understanding of the concepts tested, increasing the understanding of each individual construct and providing empirical evidence of their relationship as determinants of customer retention.

A retenção de clientes é considerada uma possível fonte de vantagem competitiva e um fatorchave de sucesso para organizações que buscam melhorar sua participação de mercado, lucratividade e rentabilidade. Entretanto, ainda não há um consenso de quais construtos são antecedentes efetivos para o estímulo de retenção de clientes para os mais diversos tipos de serviço. Para auxiliar a suprir esta lacuna, este estudo teve como foco central validar um modelo teórico que abarca os construtos cocriação, valor de uso, satisfação de clientes e custos de troca como antecedentes da retenção de clientes. O estudo foi implementado por meio de uma pesquisa do tipo survey aplicada a 301 alunos de uma Instituição de Ensino Superior (IES). Os dados foram analisados através da estatística multivariada, mediante a utilização da técnica de Modelagem de Equações Estruturais para analisar as relações entre os construtos intrínsecos ao Modelo Teórico testado. Os resultados indicaram que o modelo teórico apresentou índices satisfatórios de ajuste, implicando que a cocriação de valor impacta positivamente na satisfação de clientes e no valor de uso, a satisfação de clientes impacta positivamente nos custos de troca e na retenção de clientes, os custos de troca impactam positivamente na retenção de clientes. Porém, o valor de uso não apresentou impacto significativo na retenção de clientes, contrariando os resultados esperados. Assim sendo, o estudo contribui para o melhor entendimento de cada construto individualmente, bem como apresenta evidências empíricas de suas relações como antecedentes da retenção de clientes, especialmente a cocriação como forte preditor do valor de uso e da satisfação de clientes no contexto da educação superior. / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior, CAPES. / The customer retention is considered a possible source of competitive vantage and a key factor of success to organizations that seek to improve their market share and profitability. However, there isn’t a consensus about which constructs are effectives antecedents for stimulate customer retention through different services types. Aiming to this gap, this research project has, at this central focus, the development and test a Theoretical Model that include the value co-creation, value-in-use, customer satisfaction and switching costs as antecedents of customer retention constructs. This study was implemented by the use of a survey research applied to 301 undergraduate students of a Higher Education Institutions (HEIs). The data was analyzed through the Structural Modeling Equation in order to analyze the relationships among the constructs presented in the proposed Theoretical Model. The results indicated that the tested theoretical model presented satisfactory fit indexes, implying that value co-creation impacts positively in customer satisfaction and value-in-use, customer satisfaction impacts positively in switching costs and customer retention, switching costs impacts positively in customer retention. However, value-in-use did not show significant impact on customer retention, contradicting the expected results. Thus, the study contributes to a better understanding of each individual construct, as well presents empirical evidences of their relationships as antecedents of customer retention, especially the co-creation as a strong predictor for value-in-use and customer satisfaction in the higher education context.

O tema desta dissertação está centrado nos construtos que determinam a intenção de recompra, na qual a pesquisa se ambienta em uma Universidade de Caxias do Sul. O objetivo desta pesquisa foi o de desenvolver, testar e validar um Modelo Teórico que contemplasse os construtos determinantes da Intenção de Recompra. Sendo assim, foram selecionados os construtos Facilitação de Valor, Valor de Uso e Satisfação de Clientes como determinantes da Intenção de Recompra. O estudo foi desenvolvido no contexto de uma Instituição de Ensino Superior (IES) localizada na cidade de Caxias do Sul (RS). Neste sentido, foi realizado um levantamento teórico acerca dos construtos a serem contemplados na pesquisa, fundamentando a relação entre estes construtos, além dos efeitos moderadores que podem impactar nas relações propostas. Foi implementado um estudo quantitativo, de caráter descritivo, por meio de uma pesquisa do tipo survey com 316 alunos. A análise dos dados foi realizada por meio de estatísticas multivariadas, utilizando-se a técnica da Modelagem de Equações Estruturais para se analisar as relações intrínsecas ao Modelo Teórico proposto. A partir da aplicação da pesquisa e da análise dos resultados, foi constatado que o Modelo Teórico apresentou índices satisfatórios de ajuste, implicando que a Facilitação de Valor influencia positivamente o Valor de Uso, que a Facilitação de Valor influencia positivamente a Satisfação de Clientes, que o Valor de Uso influencia positivamente a Satisfação de Clientes, que o Valor de Uso influencia positivamente a Intenção de Recompra e que a Satisfação de Clientes influencia positivamente a Intenção de Recompra. Além disso, foi evidenciado o efeito da moderação do tempo de curso do aluno na relação entre o Valor de Uso e a Intenção de Recompra. Portanto, o estudo contribui para a literatura existente relatando os achados sobre a Intenção de Recompra em um contexto educacional. / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior, CAPES / The theme of this research was focused in the constructs that determine the repuchase intention, in which the research is based in a University of Caxias do Sul. The objective of this research project was develop, test and validat a Theoretical Model that contemplates the determinant constructs of Repurchase Intention. Therefore, the constructs Value Facilitation, Value-in-Use and Customer Satisfaction were selected as determinant of the Repurchase Intention. The study was developed in context of a Higher Education Institution (HEI) from Caxias do Sul (Rio Grande do Sul). In this sense, a theoretical research about the constructs was conducted to be contemplated in this research, covering the relation between these constructs, besides the moderating effects that can impact on the proposed relationships. Also, was developed a quantitative descriptive study, by means of a survey with 316 students. Data analysis was performed by means multivariate statistics, using the Structural Equation Modeling technique to analyze the intrinsic relationships to the proposed Theoretical Model. From the application of the research and analysis of the results, it was verified that the Theoretical Model presented satisfactory adjustment indices, implying that the Value Facilitation positively influences the Value-in-Use, the Value Facilitation positively influences the Satisfaction of Customers, the Value-in-Use positively influence Customer Satisfaction, the Value-in-Use positively influences the Repurchase Intention and Customer Satisfaction positively influences the Repurchase Intention. Besides the effect of the moderation of the class time of student in the relationship between Value-in-Use and Repurchase Intention. Therefore, the study contributes to the existing literature reporting the findings on Repurchase Intention in an educational context.

M.Comm. / The methodology of supply chain optimisation is a fairly new concept in the field of logistics management and is also referred to as value chain optimisation. This short dissertation explores and describes the effects of a national improvement in supply chain processes on the sales and profitability of RS Components SA. The study contains discussions from various theoretical disciplines and includes topics such as customer service, customer satisfaction, customer loyalty, logistics management and supply chain methodology. The link between the performance of the logistics processes and perceived customer service levels is also discussed in detail. Finally the study will show how improved logistical performance can lead to improved levels of customer satisfaction, which in turn leads to customer loyalty and increased profitability. In order to improve the organisation's national supply chain, RS Components SA decided to open a new Trade Counter in the Cape Town sales region. Before the opening of this Trade Counter however, improvements were made to the national logistical network to ensure seamless integration of the new sales branch as a fully operational warehouse. Various financial indicators were measured for the year after the opening of the new Trade Counter in Cape Town, in order to compare such figures to the year prior to the opening of said Trade Counter. The primary results were as follows: Sales for the Cape Town sales region have increased by a greater margin than originally budgeted for. The sales growth target was exceeded by 30.21%. The number of invoices generated for the year after the opening of the Trade Counter in Cape Town has increased steadily while the average invoice value has shown no mentionable growth. This indicates that the Trade Counter in Cape Town has spurned a greater percentage of repeat purchases and that sales have not merely increased due to bigger sales orders. Growth in the number of individual purchasing customers for the Cape Town region also reached a staggering growth of 71.71% compared to the growth target of 45%. Substantial growth was also achieved throughout the year for the number of Trade Counter visits to the Cape Town Trade Counter. Whilst staggering growth rates were achieved in all of the above-mentioned categories, overhead expenses came in lower than was originally budgeted for the Cape Town sales region. A saving of 3.65% was achieved against a sales growth of 75.21%. In conclusion, this study indicated an increase in sales and profitability in the Cape Town sales region. Based on the success achieved through supply chain optimisation, both in terms of increased revenue as well as perceived levels of customer satisfaction, a recommendation is made for further expansion of the supply chain network of RS Components SA through the opening of a new Trade Counter in Durban.

Digitaliseringen inom banksektorn har under de senaste åren utvecklats konstant. De stora förändringar som har skett inom banksektorn har lett till att konsumenterna idag kan utföra sina banktransaktioner vilken tid som helst på dygnet, utan att behöva besöka ett bankkontor. De digitala verktygen representerade huvudsakligen av Internetbanken, Telefonbanken, Mobilt BankID och Swish har underlättat för konsumenterna att hantera sina ärenden på ett smidigt och enkelt sätt, vilket har lämnat sina spår på den marknaden som bankerna verkar i. En stor del av bankkontoren i Stockholms län avvecklas då den fysiska kontakten minskar. Storbankerna SEB, Swedbank, Handelsbanken samt Nordea får nu en mycket stor utmaning att skapa kundlojalitet med konsumenterna då kundkontakten försvinner. Detta gör det även svårare för storbankerna att knyta kontakt med nya konsumenter. Syftet med denna studie är att belysa hur en utökad digitalisering av tjänster påverkar kundlojalitet till bankerna på den svenska marknaden. Uppsatsen ger en översikt av valda marknadsförings teorier och relevanta begrepp avseende bankens digitalisering och dess påverkan på kundlojaliteten. Därefter presenteras val av metod och motivet bakom valet. I den empiriska delen presenteras undersökningsdata med tillhörande analys av de insamlade data. Studien avslutas med en sammanfattad diskussion kring resultat och därefter redovisas studiens slutsats. / Digitalization in the banking sector has evolved steadily in recent years. The major changesthat have taken place in the banking sector have led consumers to carry out their bank affairs atany time of the day without having to visit a bank office. The digital tools represented mainlyby the Internet Bank, Telephone Bank, Mobile BankID and Swish, have made it easier forconsumers to handle their banking transactions in a smooth and easy way, which has left theirmark on the market in which banks operate. A large part of the bank offices in StockholmCounty are ceased as physical contact is reduced. The big banks SEB, Swedbank,Handelsbanken and Nordea have a very big challenge now to create customer loyalty withconsumers as the customer contact disappears. This makes it even harder for major banks toconnect with new consumers. The purpose of this study is to illustrate how an increased digitalization of services affectscustomer loyalty to the banks in the Swedish market. The essay provides an overview ofselected marketing theories and relevant concepts regarding the bank's digitization and itsimpact on customer loyalty. Thereafter, the choice of method and the motivation behind theselection are presented. In the empirical part, survey data are presented with the accompanyinganalysis of the collected data. The study concludes with a summary discussion of results andafterwards the conclusion is presented.

Textilmarknaden blir allt mer utsatt för konkurrens. Företag måste idag vara duktiga på att erbjuda konsumenter något utöver det vanliga för att hålla sig kvar på marknaden. Det finns olika sätt för företag att konkurrera på och denna uppsats har som syfte att undersöka vilka egenskaper en påse skall ha för att ge kunden ett mervärde som därigenom kan bidra till ökad kundlojalitet. Fyra olika påsar från fyra olika företag har använts i uppsatsen och dessa är: Acne, Best of Brands, KappAhl och H&M. Intervjuer med kvinnor i åldrarna 20–30 år ligger till grund för resultatet. Resultatet av vår uppsats visar att påsen har en positiv inverkan på konsumenters attityder. Påsen bidrar till konsumenters helhetsintryck av butiken och respondenterna upplever sig som bättre kunder när de får en fin påse. Påsen ses som en statussymbol men också som ett marknadsföringsverktyg för varumärket. Solomons ABC-modell har använts för att skapa förståelse för hur olika attribut påverkar konsumentens köpbeteende. Vi skapade en illustration med de olika attributen på påsen vi valt att undersöka. Tillslut skapades en egen modell sammansatt av ABC-modellen och påsens attribut för att tydliggöra vad hos en påse som skapar en attityd hos konsumenten som kan leda till ökad kundlojalitet. / The textile market is more exposed to competition than ever. The companies need to communicate a comparative advantage in order to survive. There are several ways a company can compete and the intended purpose of this report is to examine which characteristics a bag should have in order to increase customer value and strengthen the customer loyalty. The report highlights the design of the bag, its attributes and elements making bags from certain companies of greater importance than others in reinforcing the customer loyalty. Four different bags from different companies have been used in our report. The selected companies were, Acne, Best of Brands, Kappahl & H&M. Interviews have been held with women in the ages20-30 years and are part of the result. The result of our report shows the great impact a bag has regarding consumer attitudes. The bag contributes to the customer’s overall impression of the brand and respondents consider themselves as a customer of greater importance when receiving an elegant bag. The bag is considered as a status symbol as well as a markting tool for the brand. The ABC-model of Solomon has been used to create an understanding of how different attributes of the bag affects the purchasing behaviour of the consumer. We created anillustration with the chosen attributes of the bag that were examined. Finally, we created ourown model with guidance of the ABC-model and the attributes of the bag. This were made to clarify what kind of attributes affecting the customer behaviour, which in turn drives thecustomer loyalty.

Background: E-commerce has created opportunities for companies and customers to operate online and enabled usage of online communication strategies to gain loyal customers. Small and medium e-commerce businesses have the possibility to expose wider range of products and reach customers globally despite limited resources. However, e-commerce has also brought challenges to companies, due to a new online approach, a changed customer behavior and a global competition. Previous research emphasize that the lack of physical contact with customers creates obstacles for e- commerce businesses, which might lead to perceived risks. Prior research on e- commerce businesses focuses on larger firms and no extensive research is made to understand how Swedish small and medium e-commerce businesses can optimize international communication strategies to create online trust and customer loyalty. Purpose: The purpose of this study is to examine how Swedish small and medium businesses within the e-commerce sector manage global communication with customers despite lack of physical presence. By exploring how this distance might affect online trust and customer loyalty, the study will provide a deeper knowledge of how customer communication can improve customer relationships in an online context. Research Question: How can Swedish small and medium e-commerce businesses use customer communication strategies to generate online trust and gain loyal customers on a global market? Methodology: Abductive research approach, Qualitative research method, Exploratory research design, Semi-structured interviews. Conclusion: In order for companies to reduce customers ́ perceived risks, connected to online purchase, and to understand customer ́s behavior, despite lack of physical presence, we have gained knowledge of that small and medium e-commerce businesses should utilize interactive and customized communication strategies. These online communication strategies will create a mutual value and contribute to an increased online trust, which results in loyal customers.

Syftet med denna studie är att få en ökad förståelse för inbound marketing i ett business-to-business kontext och beskriva vilken roll strategin har i att få lojala kunder. Studien utgår från en kvalitativ metod, fallstudieansats där tre företag studerats och intervjuats. Resultatet från studien visar att inbound marketing kan ge lojala kunder om det görs på rätt sätt. Verktygen som strategin tillhandahåller kan skapa värde i företagets kundrelationer samt att de faktorer som gör en kund lojal uppfylls om verktygen i strategin tillämpas på rätt sätt. Denna studie har examinerats av Thomas Helgesson. / The aim with this study is to increase the understanding of inbound marketing in a business-to-business context and to describe the role the strategy has to provide loyal customers. This study was constructed by a qualitative method where three companies were studied and interviewed. The result of the study shows that companies that use inbound marketing increase their chances of retaining more loyal customers. The tools provided by the strategy can create valuable customer relationships. Further the tools in inbound marketing give the opportunity to fulfill the factors that makes a customer loyal, if the strategy is applied in the right way. This study has been examined by Thomas Helgesson.

The main objective of this study was to critically investigate the mediating role that the use of mobile technology plays in the linkage between customer satisfaction and customer loyalty in a semi-urban environment. The research problem focused on the application of mobile technology in the linkage between customer satisfaction and customer loyalty in the clothing industry in King Williams Town. In accomplishing this objective, this research study hypothesised that mobile technology plays a mediating role in the linkage between customer satisfaction and customer loyalty of customers of clothing retailers in South Africa. Multiple regression was conducted to test for the first hypothesis. The first secondary objective aimed at establishing if there is disconfirmation between customer expectations and the performance of clothing retail outlets in King Williams Town. In exploring this objective, it was hypothesised that there is negative disconfirmation between customer expectations and performance. A paired sample test was conducted to test for this hypothesis. In addition, the influence of service quality and customer satisfaction on customer loyalty was explored. To accomplish these, it was hypothesised that both service quality and customer satisfaction have an influence on customer loyalty. Pearson’s Correlation and the Chi-Square Test were applied to test the influence of service quality and Customer satisfaction on Customer loyalty. Data was analysed using the Statistical Package for Social Sciences (SPSS) statistical software. Regression analysis, chi-square tests, Paired sample tests and correlation reports were used to analyse data inferentially. Reliability and validity of the research was also tested using Cronchbach’s alpha test. The results show that mobile phones have become a basic necessity for customers and that mobile technology plays a mediating role in the linkage between customer satisfaction and customer loyalty; however, the mediation is partial. The results also show that there is positive disconfirmation between customer expectations and retailer performance; that both service quality and customer satisfaction have a positive correlation with customer loyalty and that mobile technology enhances customer loyalty. Finally, the results show that the total service experience of customers is favourable vii because the five components of service quality were rendered at a high level of service quality. The study offers several managerial recommendations. Firstly, retail managers should make strategic investments in mobile technology and use this technology to the full to reap the benefits of technologically advanced mobile communication. Secondly, managers should be creative in their use of this mobile technology to enhance customer satisfaction and, hence, customer loyalty. Thirdly, managers should prioritise the improvement of all five components of service quality in order to enhance customer loyalty. Finally, managers should provide a customer-centred service experience that exceeds customer expectations for service quality and mobile communication, one that maximises customer satisfaction and loyalty. The implementation of these recommendations could result in clothing retailers providing a customer-focused service experience in all five aspects of service quality. To successfully implement these recommendations, clothing retailers should: ensure that expectations created, could be accomplished or exceeded to build and enhance customer satisfaction; create expectations that are realistic to avoid negative disconfirmation and hence customer dissatisfaction; implement innovative and creative mobile communication strategies to build and enhance customer loyalty; and finally, improve loyalty programmes to enlarge the customer base.

Based on the theoretical background concerning customer loyalty and loyalty programs, the master's thesis analyzes and assesses the loyalty program of IKEA. The program is compared to the loyalty programs of competitors on the Czech market. Based on the primary research using a questionnaire, the master's thesis studies the extent of participation of customers in the loyalty program, the way the program is perceived and for whom it is the most attractive. Improvements are proposed based on the findings.