The primary objective of the research was to examine the motivations behind members’ participation in Tesla’s online community on Facebook and explore how member interaction influences engagement and loyalty towards Tesla. The emergence of new technologies has intensified the complexity of understanding user behaviors. This study contributes to an enhanced understanding of how individuals utilize media to fulfill various needs, impacting behaviors and attitudes. Previous research indicates that online community participants seek belonging, information, social interaction, entertainment, and self-realization. Active involvement, information sharing, and stronger relationships within brand communities enhance consumer-brand relations and serve as exit barriers. Therefore, three research questions were formulated to shed light on members’ motivations for participation, their level of involvement, relationships within the community, and their impact on customer loyalty. Positioned within popular culture studies and with a framework consisting of Brand Community Theory and Uses and Gratifications Theory, a qualitative content analysis was conducted on 10 semi-structured interviews. Findings suggest varying motivations for participation, with primary emphasis on gathering product information. Active engagement through knowledge-sharing fosters a sense of unity and heightens involvement. The social interaction among Tesla enthusiasts not only enhances engagement but also cultivates customer loyalty by fostering meaningful relationships. Members' roles as "working consumers", and Tesla’s responsiveness to suggestions, positively influence customer loyalty, reinforcing the community's value. However, member passivity due to negativity or unfulfilled entertainment needs can result in diminished engagement and subsequently affect customer loyalty negatively.

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The objective of this study was to examine the role that customer loyalty and employee enthusiasm can play as a strategic objective to increase sales at MB Silicon Systems. In order to address these two factors from a strategic perspective, elements from various concepts have been used to gain a new understanding of customer loyalty, employee enthusiasm and strategy. The final goal of the study was to use the knowledge gained throughout the report to propose a management framework which can be implemented to give MB Silicon Systems a competitive advantage in its competitive industry.The literature review suggested that a strategy of customer loyalty and employee enthusiasm will result in above average financial performance. Customer loyalty and employee enthusiasm cannot be separated from each other and they are linked by leadership, the vision and core values of the organisation. It is not possible to achieve customer loyalty and employee enthusiasm without the proper formulation and execution of a strategy. Such a strategy needs to utilize core management tools like the Balanced Scorecard which will bridge the vision of the organisation with goal setting mechanisms of motivation. The Balanced Scorecard will ensure that strategic objectives of the organisation will be mapped into the Balanced Scorecard while employees will be rewarded according to achieved targets of these objectives.Surveys which were conducted with customers and employees have shown that MB Silicon Systems performs below international standards with respect to customer loyalty and that the organisation is failing with its existing strategy. The surveys have also shown that employees are demotivated. This state of demotivation results in a lack of teamwork and mistrust between employees. The lack of teamwork and mistrust is only the symptoms of organisational problems which need to be resolved by organisational redesign, implementation of management principles and healthy corporate governance. The low base of loyal customers and the demotivated state of employees is resulting in below average financial performance.A management framework was recommended that will transform a strategy of customer loyalty and employee enthusiasm by using proven management tools. Implementation of the framework will ensure a competitive advantage to MB Silicon Systems which will result in above average financial performance.

Författare: Emilia Denckert och Linnéa Pankko Handledare: Universitetsadjunkt Åsa Lindström Examinator: Professor Bertil Hultén Fakultet: Ekonomihögskolan vid Linnéuniversitetet Program: Civilekonomprogrammet med inriktning marknadsföring Kurs: Examensarbete i marknadsföring för Civilekonomprogrammet 30 hp Examensarbetets titel: Vad får dig att stanna? Forskningsfråga: Vilka attribut ligger till grund för en varumärkeslojalitet hos konsumenter av livsmedelsprodukter i dagligvaruhandeln? Syfte: Syftet med detta examensarbete är att analysera och fastställa vilka attribut hos en produkt och ett varumärke som bidrar till att konsumenter bygger upp en lojalitet gentemot varumärket ifråga. Studien kommer att förklara vardera attribut, samt kombinationer av dessa, och klargöra huruvida de ligger till grund för konsumenters lojalitet till varumärken på livsmedelsprodukter som säljs i dagligvaruhandeln. Vidare ämnar studien uppfylla ett delsyfte, vilket är att ge implikationer till Smiling Group AB beträffande vilka attribut som genererar en varumärkeslojalitet. Resultatet av denna studie kommer därmed även att bistå med underlag till företags utvecklande av marknadsföringsstrategier som i sin tur kan påverka varumärkeslojaliteten positivt. Metod: Detta examensarbete har en deduktiv ansats. Vidare har kombinationer av kvantitativa och kvalitativa metoder använts. Insamlingen av studiens primärdata har tagit sig form dels som en enkätundersökning, och dels som djupintervjuer. Resultat och slutsats: Vi har konstaterat att kvalitet och pris är de attribut som till störst del ligger till grund för en varumärkeslojalitet hos konsumenter av livsmedelsprodukter i dagligvaruhandeln. Vidare har vi fastställt tre olika kombinationer av de fem attribut som ingått i studien samt vilken grupp av konsumenter som föredrar vilken kombination. Teoretiskt och praktiskt bidrag: Studiens teoretiska bidrag består dels av att vi identifierat några av de attribut vilka ligger till grund för en varumärkeslojalitet hos konsumenter av livsmedelsprodukter i dagligvaruhandeln. Vi har också tillfört konsumenters engagemang som en aspekt, vilken bör tas i beaktning när denna typ av varumärkeslojalitet studeras. Vi har praktiskt bidragit genom implikationer till Smiling Group AB om hur de bör förhålla sig till studiens fem attribut, och kombinationer av dessa, för att generera varumärkeslojala kunder. Detta bidrar även praktiskt till andra företag i branschen, då de kan använda studiens resultat och slutsats som underlag vid utformning av framtida marknadsföringsstrategier.  Nyckelord: Varumärkeslojalitet, varumärke, lojalitet, attribut, konsumenter, dagligvaruhandeln, livsmedelsbranschen / Authors: Emilia Denckert and Linnéa Pankko Supervisor: Lecturer Åsa Lindström Examiner: Professor Bertil Hultén Faculty: School of Business and Economics at Linnaeus University Programme: Business Administration and Economics Programme Course: Degree Project in Marketing, The Business Administration and Economics Programme Title: What makes you stay? Research question: What attributes are the basis for brand loyalty among consumers of food products in grocery stores? Purpose: The purpose of this thesis is to analyze and determine the attributes of a product and a brand that helps consumers build up a loyalty to that brand. The study will explain each attribute, as well as combinations of these, and clarify whether they are the basis of consumers’ loyalty to brands of food products sold in grocery stores. Furthermore, the study intends to fulfill a subsidiary aim, which is to give implications to Smiling Group AB about what attributes that generates brand loyalty. The result of this study will thus also assist with data for corporate development of marketing strategies, which in turn can affect brand loyalty positively. Method: This thesis has a deductive approach. Furthermore, combinations of quantitative and qualitative methods have been used. The collection of the study's primary data has taken shape both as a survey, and as in-depth interviews. Results and conclusions: We have stated that the quality and price are the attributes that to the greatest part is the basis for brand loyalty among consumers of food products in grocery stores. Furthermore, we have established three combinations of the five attributes that are included in the study and what groups of consumers who prefer which combination. Theoretical and practical contributions: The theoretical contribution partly consists of identification of some of the attributes which form the basis of a brand loyalty among consumers of food products in grocery stores. We have also added consumer engagement as an aspect which should be taken into consideration when this type of brand loyalty is studied. We have practically contributed by implications to Smiling Group AB about how they should relate to the study’s five attributes, and combinations thereof, to generate brand loyalty. This also contributes practically to other companies in the industry, since they can use the study's findings and conclusions as a basis for the design of future marketing strategies.  Key words: Brand loyalty, brand, loyalty, attribute, consumers, grocery store, food industry

Web 2.0 applications facilitate various adaptations of blogs on many different areas. Bloggers who have blog publications and financially depend on the blog are referred to as professional bloggers in this study. As blogging becomes a social trend, a phenomenon, and more – a profession, there should be a rule or a guideline, and relationship marketing is suggested by the author. Guided by relationship marketing, with the definition extracted from various literatures, the study is based on the structure of Christopher, Payne & Ballantyne (1991) – the relationship marketing ladder of customer loyalty. The purposes of the study are to examine the importance of interaction in the blogger-blog reader relationships, and most significantly, to test if relationship marketing can fit-into the blogosphere. Adopting a two-phase, sequential mixed method, this study applied both qualitative and qualitative research tools. In the first phase, a pretest survey was conducted to serve as the base for further research. In the second phase, focus group discussions were carried out to explore more insights of blogs, blogging, and the target bloggers, Wan Wan & Queen, from blog readers’ perspective. At last, a final-found survey was conducted to collect more data for testing the hypotheses and feasibility of the research framework. To conclude, interaction is indispensible in managing blogs. Interactions and blog readers’ expectations toward the blog influence their satisfaction with the blog, and further affect the development of loyalty to spread word-of-mouth. The suggestions for further research including studying from different perspective, adopting longer time span, collecting a larger sample, categorizing bloggers, and implementing behavioral research for business use. / Web 2.0 applications facilitate various adaptations of blogs on many different areas. Bloggers who have blog publications and financially depend on the blog are referred to as professional bloggers in this study. As blogging becomes a social trend, a phenomenon, and more – a profession, there should be a rule or a guideline, and relationship marketing is suggested by the author. Guided by relationship marketing, with the definition extracted from various literatures, the study is based on the structure of Christopher, Payne & Ballantyne (1991) – the relationship marketing ladder of customer loyalty. The purposes of the study are to examine the importance of interaction in the blogger-blog reader relationships, and most significantly, to test if relationship marketing can fit-into the blogosphere. Adopting a two-phase, sequential mixed method, this study applied both qualitative and qualitative research tools. In the first phase, a pretest survey was conducted to serve as the base for further research. In the second phase, focus group discussions were carried out to explore more insights of blogs, blogging, and the target bloggers, Wan Wan & Queen, from blog readers’ perspective. At last, a final-found survey was conducted to collect more data for testing the hypotheses and feasibility of the research framework. To conclude, interaction is indispensible in managing blogs. Interactions and blog readers’ expectations toward the blog influence their satisfaction with the blog, and further affect the development of loyalty to spread word-of-mouth. The suggestions for further research including studying from different perspective, adopting longer time span, collecting a larger sample, categorizing bloggers, and implementing behavioral research for business use.

Försäkringar och försäkringsbolag har stor betydelse för det moderna samhället när det kommer till trygghet och utveckling, både för privatpersoner och företag. Trots detta har försäkringsbranschen fått relativt lite uppmärksamhet inom forskningen, inte minst inom företagsekonomi. I en tid av digitalisering står försäkringsbolagen dessutom inför stora utmaningar, bland annat relaterat till lojalitet. Syftet med denna studie är därför att skapaförståelse kring hur digitalisering påverkar lojaliteten i försäkringsbranschen, huruvida kunder är lojala mot sina försäkringsbolag och ur ett kundperspektiv definiera möjliga påverkansfaktorer för lojalitet i en tid av digitalisering. Kopplingar görs till begreppet customer engagement för att analysera dess relation till lojalitet bland kunder i försäkringsbranschen. Studien genomförs genom tio kvalitativa samtalsintervjuer med svenska försäkringskunder i åldrarna 23 till 79 år. Resultaten visar att försäkringskunderna föredrar mänsklig kontakt över digital kontakt för att känna både förtroende och lojalitet. Sju faktorer som påverkar lojaliteten har identifierats: service och bemötande, innehåll och villkor, erfarenheter, pris, bekvämlighet, personlig kontakt och bonusprogram. Slutsatserna som dras är att digitalisering har en negativ inverkan på lojaliteten, samt att både nivån av lojalitet och förekomsten av customer engagement är låg inom försäkringsbranschen ochtycks ha ett samband. Detta då de påverkas av liknande faktorer. Studiens resultat bekräftar tidigare forskning inom tre skilda områden: digitalisering, lojalitet och customer engagement, men bidrar även med nya insikter genom att begreppen kombineras och appliceras på ett nytt tillämpningsområde, försäkringsbranschen. Slutligen identifierar studien aktiviteter som kanvara till hjälp för att öka både kundlojaliteten och engagemanget bland kunderna hos svenska försäkringsbolag. / Insurances and insurance companies are of great importance to modern society when it comes to safety and development, for both individuals and companies. Despite this, the insurance industry has received a relatively small amount of attention in research, not only within business economics. Furthermore, in a time of digitalization, insurance companies are facingmajor challenges including those related to loyalty. The purpose of this study is therefore to acquire an understanding of how digitalization affects loyalty within the insurance industry, whether customers are loyal to their insurance companies, and from a customer perspective define possible influences for loyalty in a time of digitalization. Connections are made between loyalty and the concept of customer engagement to analyze the relationship betweenthe two among insurance customers. The study is conducted through ten qualitative interviews with Swedish insurance customers, aged 23 to 79 years old. The results show that insurance customers prefer human contact over digital contact in order to feel both trust and loyalty. Seven antecedents for loyalty have been identified: service and customer treatment, content and conditions, experiences, price, convenience, personal contacts, and bonusprograms. The conclusions are that digitalization has a negative impact on loyalty, and that the level of loyalty as well as the presence of customer engagement is low in the insurance industry and seems to be affected by similar factors. Therefore, the study suggests a connection between the two. The findings confirm previous research in three distinct areas: digitalization, loyalty and customer engagement, but also contributes to new insights bycombining and applying the concepts to a new field, the insurance industry. Finally, the study identifies activities that might be helpful for Swedish insurance companies in increasing both customer loyalty and customer engagement.

Made available in DSpace on 2015-03-05T18:39:04Z (GMT). No. of bitstreams: 0 Previous issue date: 28 / Nenhuma / O aumento da concorrência faz com que as empresas se preocupem cada vez com a retenção de seus clientes. Um programa de fidelidade é uma das inúmeras estratégias utilizadas para envolver o cliente e buscar a lealdade à marca. Porém, algumas empresas ainda resistem na aplicação deste tipo de estratégia por terem dúvidas quanto aos resultados obtidos. O cliente percebe o valor de um programa de fidelidade? Um cliente compra um determinado produto ou serviço devido às vantagens que o programa de fidelidade lhe proporciona ou devido à sua lealdade à marca? Questões como estas foram analisadas nesse estudo para tentar compreender se os programas de fidelidade podem auxiliar na construção e manutenção da lealdade à marca. Para isso, foi realizado um quase-experimento, através de uma survey eletrônica com 243 consumidores de diversos estados brasileiros. O estudo analisou, através de um modelo conceitual proposto, três relações entre os diferentes construtos do modelo. A primeira relação analisou os efeitos dos e / The increase of competition make that companies worry about keep yours customers. A loyalty program is one of several strategies used to involve the customer and to search the brand loyalty. But, some companies still to hold on to apply this kind of strategy because they have doubts about the results got. The customer perceives the value of a loyalty program? The customer buy a certain product or service because the advantages that the loyalty program give to him or because he is loyal to the brand? Questions like this were analyzed in this study to try to understand if loyalty programs can to help to build and maintenance to the brand loyalty. It was carry out a quasi-experiment, through an electronic survey with 243 brazilian consumers from the several states of country. The study examined, through a conceptual model proposed, three relations between different constructs. The first relation analyzed the effects of reward schemes (types of rewards and timing of rewards) on the perception of value of a prog

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.