Purpose: The purpose of this thesis is to explain why companies in France use the event promotion. Method: In this part we explain how we are going to collect our information. On one hand we collect secondary data from books and internet websites to have an overview of the event promotion market and on the other we collect primary data through three written interviews sent to an event promotion agency’s CEO, one project manager of the same company, and an executive assistant, who works in a company which uses event promotion agencies to set its events up. We also explain why we choose this method, these persons and the kind of questions we ask. Theoretical framework: In this chapter we explain all the important terms necessary to well understand the topic we chose by defining some specific concepts. Indeed, we talk in a first time about communication in a general way and then more specifically about event promotion, its definition, types and aims. We also in this part explain others concepts such as the loyalty. Conclusion: We present the answer of our purpose. Companies use event promotion for mostly three reasons that are to get a good corporate image, be well known and also to federate and motivate its work forces. We go a little further in this part talking about event promotion agencies and their competitive advantages, especially the customers’ loyalty, to stay competitive on the market. Finally, we talk also about the limits of our study.

Aim: With today’s rapid economic development, human resource is the only major success in continuing operations. In fact, my parents are engaged in furniture retail industry in south of China, Guangzhou. In the company’s daily operations, we found a lot of issues about human resource management. Employee’s demission and training, and the negative attitude become major obstacles in the way of our company’s development. Through HRM study, I want to understand what factors affect staff movement behavior and loyalty to the company, in order to deal with the staff situation in the company more efficiently. Method: In this thesis, the case study approach was used. Case study research is suitable for explanatory, descriptive and exploratory. Our research chooses two in-depth case studies that base on the interviews with human resource managers. The information that we collect is from qualitative interviews. Through loyalty and movement theory, to identify which factors are affecting staff movement behavior and loyalty to company, as well as analyze how to solute the issue in my family company. Result & Conclusions: After discussion and analysis, the study found: high wages is not the only way to retain employees. Money as reward can cost a lot, and it’s impersonal. Workplace, leadership style, enterprise potential, training opportunity and promotion space also can affect employee loyalty. According to Motivator-Hygiene Theory, to establish motivation system, exciting staff’s enthusiasm for the work. Let staff realize that the successes of the company are directly connected to their performances; staff have responsibility for company’s successes. This is a powerful way to keep employee motivated. For company development of long standing, organization should command constantly more new technology. Staff as the work of actors, to learn more work skills is essential. Employees and the company’s desire is the same. Companies focus on their own development, but also to enhance staff capacity. For development of the company, it should give staff more training and promotion opportunities. Suggestions for future research: It has to note that the limitation of this study is the small number and the limited scope of interviewees. Contribution of the thesis: In this study, I mainly find the solutions that the issues in my family company. After discussion and analysis, I am cognizant of the long-term relationship between staff and organization is important for company development. The rewards for the employee are not just money, but also can be other. That effect and help my family firm staff management.

ABSTRACT Title: Loyalty Club. An Online Brand Relations Management Project Amount of pages: 46 (61 including abstract, references and annexes) Author: Michaela Ristiniemi Tutor: Peder Hård af Segerstad Course: Media- and communication D Period: Spring 2007 University: Division of Media and Communication, Department of Information Science, Uppsala University Object: To research how an interactive relation online could be created between a brand such as Matrix and their customers, on the Swedish market. Method: Qualitative interview Material: Interviews with Matrix product manager and hairdressers Main results: A relation online works the same way that a relation does offline; that even if the Internet as medium works fast and effectively, the relation is built over time. It is a communication process which requires much attention, where it is the consumer that to a large extent runs the relations company. This sort of relation can be very valuable for the hairdressers since it can save time and trouble where it is needed and develop them as professionals, and for the brand it can give loyal customers when they themselves become loyal to the customer. The online space, or “loyalty club”, should be simple and contain only information that the hairdressers are interested in, and what that is, is found through the dialogue with them. This is a new development and it meets skepticism as does most of the new occurrences, but much points to that it is the future of communication and more so for the generation that was brought up with the Internet and thus interacts with it naturally. The core question of In ernet is that it is used to organize timespace, with the freedom to act independently. Key notions: Communication, time-space, interactivity, dialogue, relationships and loyalty.

This research is carried out to know the role of corporate branding in mobile phone telecommunication along with different influencing factors involved in the purchase of mobile telephone connections. This thesis discusses corporate branding from consumer’s point of view that how much they value it and what type of role it has. This is a quantitative study. A questionnaire is used in order to investigate corporate branding and other influencing factors involved in purchase decision of the customers. Population selected for this study is “Students of Halmstad University”, who are studying here. The analysis of this study reveals different set of results while making comparison between literature and empirical. It investigates the relative importance of the corporate branding to the customers in mobile phone telecommunication industry while making purchase decision. The finding of this study provided useful information which is helpful not only for the students but also for the brand managers of mobile telecom operators that how they can improve their company’s strategic position for longer period of time through corporate branding to trigger more customers and for a good brand.

The purpose of this research is to study the influence of different bonding strategies for customer relationship management on customer loyalty in online shopping. In particular, the research is focused on the mediation effect of relationship quality. ¡@¡@More Specifically, this study examines the following issues¡G(1) the relationship between relationship bonding strategies and relationship quality; (2) whether relationship bonding strategies will influence customer loyalty; and (3) the influence of relationship quality on customer loyalty. An online survey received 311 useful responses. The results include (1) social bondings had a positive effect on customer loyalty, but financial and structural bonding had no direct correlation with customer loyalty, (2) with respect to different dimensions of relationship quality, financial and structural bondings had a positive effect on customer satisfaction, trust and commitment. Social bonding had partial correlation with relationship quality; (3) Customer satisfaction, trust and commitment in relationship quality showed positive connection to customer loyalty. The effect of customer satisfaction was weaker than those of trust and commitment; and (4) Relationship quality is a moderator between bonding strategies and customer loyalty. A complete mediating effect has been observed.

Due to the more and more fierce competition in today’s business, many companies are required to build long-term profitable relationship with customers and to achieve customer loyalty. Therefore, relationship marketing has become more and more important since last decade of 20th century, especially in service industry. There are many different relationship marketing tactics implemented for retaining customer. However, some of those tactics did not affect customer loyalty effectively, and switching behaviors frequently occur among most of targeted customers. Therefore, this study is aimed to investigate the impact of relationship marketing tactics on customer satisfaction and trust, which in turn increase customer loyalty, by focusing on Swedish mobile telecommunication sector. A analytical model is developed as a guildline to test the relationships between relationship marketing tactics, relationship quality (trust and satisfaction) and customer loyalty. a quantitative method with deductive approach are chosen in this research. In order to collect primary data, a self-completed questionnaire is designed and randomly sent out by email to the students in Halmstad University. The SPSS for windows is used to process the primary data. The findings shows that Service Quality, Price Perception, and Value Offers have impact on customer loyalty indirectly via the customer satisfaction and trust. Brand image is positively and directly related to customer loyalty. However, switching costs is found to be less correlation with customer loyalty, as well as satisfaction and trust in Sweden telecommunication industry.

I denna studie har en jämförande studie mellan privat och offentlig sektor genomförts gällande arbetstagarens inställning till sin arbetsgivare. Studien bygger på en hypotetiskt deduktiv metod i vilken vi försöker verifiera vår hypotes. Hypotesen är att arbetstagare inom privat sektor känner större tillit och lojalitet till sin arbetsgivare. Vidare avser vi att studera hur arbetstagarnas inställning till sin arbetsgivare påverkas av de grundläggande tillits- och lojalitetsfaktorerna. De faktorer som ingår i undersökningen är ledningens hänsyn, kompetens, ärlighet och öppenhet, belöningssystem samt ledningens förmåga att inte svika sina arbetstagare. Hypotesen prövas sedan mot de analyser som görs utifrån empiriska data. I undersökningen ingick 168 respondenter från ett flertal olika arbetsplatser. Av dessa var 76 stycken anställda inom privat sektor och 92 stycken inom offentlig sektor. Resultatet visar att arbetstagare inom den privata sektorn har en mer positiv inställning till att ställa upp för sin arbetsgivare. Att de offentligt anställda har en mer negativ inställning är en tendens som samtliga redovisade påståenden verifierar. Gällande delen av analysen som specifikt behandlar de tillits- och lojalitetsgrundande faktorerna visar resultatet att arbetstagare inom privat sektor i större utsträckning anser att deras arbetsgivare hanterar faktorerna på ett bra sätt. Ett resultat av detta är arbetstagarnas beteende, vilket skiljer sig åt i de två sektorerna. De privat anställda ställer i större grad upp för sin arbetsgivare exempelvis när det gäller övertidsarbete samt att de ger en mer positiv bild av sin arbetsgivare till personer utanför organisationen. Sammanfattningsvis konstaterar vi att vår hypotes verifieras, det vill säga arbetstagarna inom den privata sektor har en mer lojal inställning till sin arbetsgivare än vad arbetstagarna inom den offentliga sektorn har.

The customer satisfaction and loyalty for Swedbank have in a recent study shown to be among the lowest for all banks in relation to corporate customers. Since there is not much interaction with small enterprises compared to mediumsized and large enterprises and a vast majority of customers are small corporations, there was a need to focus on this seg-ment and find what they believed was in need of improvement. This study was conducted in cooperation with Swedbank in Gothenburg. The authors worked as consultants with the base of the satisfaction and loyalty study conducted by SKI in October 2006 and performed a case study where 25 randomly chosen small enterprises in the Gothenburg-region were interviewed by telephone. The stated purpose of this thesis is to investigate what aspects of relationship quality and service quality Swedbank Gothenburg’s small corporate customers are not fully satisfied with and how to improve them to ensure customer satisfaction and loyalty. The authors developed a model called the customer loyalty model, identifying the drivers of Total Perceived Relationship Quality and Total Perceived Service Quality which in turn determine an organisation’s image. The image has an impact on customer satisfaction and loyalty. Four key areas where service failures might occur are the basis for the research questions: the performance of the account manager, the performance of other employees, perception of the bank and perception of the services provided. Further, a fifth research question was posed to answer how to improve the possible lack of satisfaction. Based on the empirical findings the authors could conclude that the customers should be the primary focus for Swedbank by developing a stronger serviceoriented culture. A way to improve the problem of the frequency of contact between corporate client and account manager is to divide small corporate clients into sub-groups according to their different needs. Furthermore, the account managers having interest in and knowledge about the corporate clients are of importance. This can be done by visiting clients at their place of business and have continuous education to develop the account managers’ competence. There is a need for customised solutions for different corporate clients and this could be achieved by keeping an on-going discussion with each client. Furthermore, the accessibility of the account managers and the length of the decision-making process need to be im-proved. This can be accomplished by for instance longer opening-hours and more frequent group meetings.

Aim: This study deals with Brand Management after acquisitions. Since this subject is still quite unexplored, a case study backed the theoretical review in order to answer the two research questions. Furthermore, the work educes a model which shows the ascendancies that are involved in the field of Brand Management after acquisitions. It is the aim to reveal the necessity of strong branding for acquired companies and the importance of the continuity of their presenting brand values. I hope this paper adds new knowledge in the Brand Management sector in connection with acquisitions and gives the reader a proper understanding about the issue. Method: The study occupies a theoretical and an empirical study. The theory part presents a selection of theories and models developed by scholars in the field of business administration. While the first research question concerning brand equity after acquisitions is addressed in the theoretical review in chapter 3, the second question regarding brand image is mainly discussed during the empirical part. The data for the latter was primarily obtained by a case study which is a qualitative method and occupies interviews and discussions. Result: Brand Management has become a key issue for companies and is a sensitive subject in the context of Merger and Acquisition. Hence, it is a challenge for the acquirer and the acquired company to manage control and adapt to the new situation. Brand equity as a key asset of Brand Management is the amount of loyalty a customer has towards a brand and it is certainly influenced by such transactions as M&A. In the real-life comparison of the specific case it proved to be successful for the acquirer to maintain the autonomy of the acquired brand and continue the meaning of the brand. In addition, the loyalty of the customers is of great importance to assure a smooth process of the business operations. Suggestions for future research: Due to the current situation and constant changes it would be interesting to repeat the study some time in the future for a final conclusion. Furthermore, since the findings for the empirical part of this study are based on a strong acquired brand, it would be interesting to investigate the case of another company of weaker nature, and maybe of a different branch. The high profile of the target firm and its strong brand values had a remarkable influence on the revelations of this study. Contribution of the thesis: The result of this study helps companies to maintain their brand values during an acquisition. The research adds new knowledge in the brand management sector in connection with acquisitions, and it is useful for companies which are involved in M&A activities.

Aim of the Thesis: To investigate the practice of using a CRM strategy in football clubs by comparing earlier successful and unsuccessful CRM implementations by football clubs and study fan relationship theories in a large Swedish football club, thereby presenting guidelines on how to further develop a CRM strategy in a Swedish football club.   Methodology: A quantitative approach and a qualitative approach have been used, first collecting empirical data on supporter views through a questionnaire further strengthened by gathering empirical data through an interview. The quantitative data has been presented with descriptive statistics and the qualitative data has been analyzed using a realist approach.   Theoretical Perspectives: A literature review has been conducted and resulted in a theoretical framework illustrating the concepts of benefits and risks with CRM, fan relationship marketing, CRM implementation process, CRM systems in football clubs, and supporter loyalty. A research model, “FRM implementation process” has been developed from the theoretical findings.    Empirical Data: The quantitative empirical data has been collected by distributing a questionnaire to supporters of AIK Fotboll. The qualitative empirical data has been collected through interviews with the head of sales and marketing within AIK Fotboll AB.   Conclusion: A CRM strategy can benefit Swedish football clubs in areas such as to better capture customer data, better communication between the club and its supporters and provide customized offers as long as the supporters are informed about the changes in strategy. In order for Swedish football clubs to successfully implement a CRM strategy they need to ensure adequate financing and management commitment since an unsuccessful implementation can be devastating to a Swedish football club’s finances.