The purpose of the master's thesis is to develop a marketing program to increase the loyalty of internal and external customer of the regional airlines. In the second chapter, we analyzed the level of loyalty of internal and external customer of the regional airline, identified the main demands of consumers to engage with the company, taking into account the individual needs and goals of interaction between the company and the consumer. In the third chapter presents the activities to create programs to increase the loyalty of internal and external users of the regional airline, describes the main stages of work, the resources that are necessary for implementation of the project, the risks that may arise in the course of the project, as well as to calculate the main economic indicators. In conclusion, summarized the results and shows the main performance indicators of the project. Master's thesis consists of an abstract, an introduction, three chapters, conclusion, bibliography of 63 titles and applications. The text of the thesis is presented on 141 pages, contains 20 figures and 16 tables. / Целью магистерской диссертации является разработка маркетинговой программы для повышения лояльности внешнего и внутреннего потребителя, регионального авиа перевозчика. В первой главе рассматриваются сущность, маркетинговое содержание понятия лояльность и механизмы ее формирующие. Во второй главе проведен анализ направленный на выявление уровня лояльности внешнего и внутреннего потребителя регионального авиаперевозчика, выделены основные требования потребителей к организации взаимодействия с компанией, с учетом индивидуальных потребностей и целей взаимодействия компании и потребителя. В третьей главе представлены мероприятия по созданию программы повышения лояльности внешнего и внутреннего потребителей регионального авиаперевозчика, описаны основные этапы работ, ресурсы, которые необходимы для реализации проекта, риски, которые могут возникнуть в ходе реализации проекта, а так же рассчитаны основные экономические показатели. В заключении подведены итоги результатов работы и представлены основные показатели эффективности проекта. Магистерская диссертация состоит из реферата, введения, трех глав, заключения и списка использованной литературы в количестве 63 наименований и приложений. Текст диссертации изложен на 141 странице, содержит 20 рисунков и 16 таблиц.

With the constant challenge of successfully appealing to new customers andnurturing the relationships that sports organizations have created with theircustomers, well-thought-out and adapted strategies are required incommunication. Since organizations from the sports industry are characterizedby great competition from other organizations but also from other industriessuch as the entertainment industry, a clear and well-thought-out approach isneeded for how customers are to be engaged and build loyalty. Therefore, the purpose of this study is to research how Swedish ice hockey organizationscultivate relationships with their devoted and occasional fans and whichstrategies they use to influence them as well as the impact the fan engagementhas on their loyalty. The empirical findings in this research derived from a qualitative researchapproach, specifically utilizing semi-structured interviews. The focus of theresearch was on four ice hockey organizations from the top two tiers inSweden, enabling a comprehensive examination of the subject matter. Thenthe results from the interviews that were carried out together with the presentedliterature review were discussed and analyzed to compare and distinguishsimilarities and differences. The conclusion of the degree project drew attention to a clear differentiationbetween occasional and devoted fans, where it appeared that they wereengaged by different factors, namely experience and sporting aspects. Byleveraging this insight and following the modern trends and digitization,organizations can create opportunities to convert new fans into more loyal andengaged supporters and then nurture the relationship on a deeper level.

Maintaining and increasing customer loyalty has become a crucial strategic objective for businesses due to cross-shopping and intensified competition across many industries. In the realm of grocery retailing, the necessity for retailers to invest resources towards fostering customer loyalty has reached unprecedented levels, primarily due to the proliferation of shopping formats accessible to customers. Hard discounters are among those store formats. They are stores that offer basic goods and daily necessities at the lowest prices possible while maintaining high-quality standards. Due to the tough economic times, consumers are becoming more price-oriented which makes them switch some of their shopping to hard discounters and when they do, they learn that quality, assortment, and service are actually better than expected which leads to them remaining loyal to the store when good economic times return. However, to be able to achieve and maintain loyalty, stores must first create store satisfaction. And that store satisfaction is in turn based on other factors, such as store attributes and the store's physical environment. Nevertheless, existing marketing research offers limited assistance to retail managers when it comes to maintaining loyalty for hard discounters. Therefore, the purpose of this thesis is to analyze which store image attributes can create store loyalty in a store environment for hard discounters within the Swedish grocery market. This study intends to explore the relationship between store attributes, store image, store satisfaction, and store loyalty within hard discounters. Towards filling this gap, a conceptual model considering the effects of store image attributes on store satisfaction and store loyalty is proposed. Data was collected from a survey of 151 Swedish shoppers at hard discounters. The data was then analyzed using IBM SPSS. when analyzing the data, the results show that the store attributes atmosphere and price had the biggest impact on store satisfaction, followed by assortment and personnel which exerts a moderately positive impact on store satisfaction. However, service did not exert a positive influence on store satisfaction. Ultimately, store satisfaction exerts a strong positive effect on store loyalty to hard discounters. In conclusion, the results indicate that there is a relationship between store image attributes, store satisfaction, and store loyalty for hard discounters in the Swedish grocery market.

Syftet med denna studie är att undersöka konsumenters inställning till personlig marknadsföring med utgångspunkt i personlig integritet. Vidare är studiens syfte att undersöka om personlig marknadsföring kan leda till kundlojalitet med hjälp av Word of Mouth som proxy. Denna studies metod baseras på ett kvantitativt tillvägagångssätt och bygger på en deduktiv ansats där datan har samlats in genom en webbaserad enkät. Enkäten publicerades på diverse plattformar där urvalet var alla personer över 18 års ålder. Enkäten gjordes i formulärprogrammet Google forms. Totalt genererade enkäten 115 svar varav 108 av dessa kunde användas i analysen. För att analysera datan har statistikprogrammet Jamovi använts. Resultaten har presenterats och tolkats genom genomförande av deskriptiva analyser, korrelationsanalyser och hypotesprövningar. Resultatet visar en stark positiv korrelation mellan personlig marknadsföring och Word of Mouth, en negativ korrelation mellan personlig marknadsföring och personlig integritet och en svag negativ korrelation mellan personlig integritet och Word of Mouth. Utifrån detta drogs slutsatserna att fördelarna med informationsutlämnande väger tyngre än riskerna med informationsutlämnande och att personlig marknadsföring kan leda till lojala kunder men att det beror på dess initiala inställning. Fortsättningsvis drogs slutsatserna att konsumenter som uppskattar personlig marknadsföring är mer villiga att delta i Word of Mouth aktiviteter medan konsumenter med en hög nivå av personlig integritet, är sannolikt mindre benägna att delta i Word of Mouth aktiviteter. Denna studie bidrar med kunskap och upplysning om hur personlig marknadsföring fungerar. Studiens resultat visar vad konsumenter har för inställning till personlig marknadsföring samt hur de upplever att personlig marknadsföring påverkar deras personliga integritet. Studien visar även hur personlig marknadsföring kan påverka kundlojalitet. Denna studies resultat kan vara till användning i praktiken för företag som vill använda sig av personlig marknadsföring som marknadsföringsstrategi. För att få ett mer representativt resultat, bör denna studie utföras i en större skala med fler respondenter. Det hade även varit intressant att jämföra olika demografiska grupper för att se eventuella likheter och skillnader. Det hade även varit spännande att göra samma studie fast med en kvalitativ forskningsmetod där man kan gå djupare in i respondenternas tankar och känslor. Slutligen kan man göra samma studie fast i longitudinell form för att kunna undersöka respondenternas inställning till personlig marknadsföring över tid.

It is estimated that there are approximately 42,000 beverage establishments in the U.S. whose annual revenue surpasses $20 billion (First Research, 2014). To facilitate discussion of beverage establishments, it is essential to recognize beverage establishments as businesses whose majority of sales come from alcoholic drinks (Moss, 2010a). In this research, beverage establishments are divided into beverage-only bars, bar/entertainment combinations, and food and beverage combinations. Even though they are a well-established industry, beverage establishments have received little academic attention (Moss, 2010b). For example, previous studies have given little attention to the development of the model that examines the relationships between quality attributes, convenience, perceived price fairness, customer experience, and customer loyalty in beverage establishments. However, current research in other service sectors has showed that quality, pricing and convenience have a strong effect on customer experience and behavioral intentions (Baker & Crompton, 2000; Cronin et al., 2000; Taylor & Baker, 1994; Tian-Cole, Crompton, & Willson, 2002; Woodside et al., 1989). Quality is tightly related to customer experience since it positively affects customer satisfaction and therefore company's profitability (Hallowell, 1996). This study has the following objectives: (1) to develop an instrument to measure the antecedents of customer experience in beverage establishments; (2) to examine the relative importance of different antecedents of customer experience in different types of beverage establishments; and (3) to build a model of various antecedents of customer experience in beverage establishments. This study was conducted in six phases. The first phase was the analysis of previous literature regarding quality attributes, convenience, perceived price fairness, customer experience, customer loyalty, and beverage establishments. The second phase was a development of mixed methodology research design. The third phase was the data collection based on interviews with management of beverage establishments, customer focus groups, and a survey of customers of beverage establishments. The fourth phase was a pilot study that involved a refinement of the study instrument. The fifth phase was a main quantitative study based on the survey design. The results from each qualitative and quantitative phase of the study were integrated and analyzed. The results from the instrument development part of the study identified the following eleven antecedents of customer experience in beverage establishments: (1) service quality, (2) product quality, (3) physical environment design, (4) physical environment layout, (5) music quality, (6) social environment, (7) information convenience, (8) location convenience, (9) parking convenience, (10) entrance fee fairness, and (11) perceived price fairness. Additionally, the second instrument development study was used to recognize different customer experiential state dimensions. The factor structure included two customer experiential states: (1) the affective experiential state and (2) the cognitive experiential state. A comprehensive theoretical model that integrates different dimensions of antecedents of customer experience, customer experiential states, customer loyalty and the moderating affect of the type of the beverage establishment was developed. One of the most important findings of the study is the relationship between the social environment and the affective experiential state. The results of the study indicate that the majority of other antecedents of customer experience did not have a significant effect on two experiential states or that effect was relatively weak. However, social environment was the strongest predictor of customers' positive emotions and therefore customer loyalty and behavioral intentions. Finally, the study results confirmed Oliver's (1997) theory of customer loyalty by providing support for the sequential relationship between cognitive, affective, and conative loyalty. This study has several important theoretical contributions. Different antecedents of customer experience in beverage establishments were recognized and an instrument that measures these dimensions was developed. To the best of our knowledge, this is the first scale specifically developed to measure experience in beverage establishments. Additionally, the importance of each of the antecedent of customer experience was examined in regards to their effect on customer experience. Additionally, an instrument that measures cognitive and affective experiential states was developed and was a foundation for the study model. Finally, this study integrates different customer experience and customer loyalty dimensions into a comprehensive theoretical model that could be applied and retested in other service settings.

The housing deal is one of the biggest deals made in life where a lot of money and emotions are involved. It is about a special business in which the real estate agent has an important role. The real estate profession is a profession of trust that largely is about building customer relationships. The profession includes a lot of customer contact and customer interaction, hence the customer relationships are important. As the real estate profession differs from other sales professions and there are not many studies in the real estate brokerage industry, we feel that there is a knowledge gap to fill. As customer relationships are important for real estate agents, it is of interest to study what relationship building looks like in the industry. Based on general studies on relationship building, it appears that trust, customer loyalty and personal qualities are influencing factors. The purpose of the thesis is to increase understanding of what relationship building looks like in the real estate brokerage industry. Furthermore, we want to understand how real estate agents work to create customer loyalty. In addition, there has been a change in the gender distribution structure in the real estate brokerage industry in recent decades. In other sales industries where this change has also occurred, it has resulted in a transformation in relationship building. Due to this, a gender perspective on relationship building will also be considered. In the study, a qualitative method has been applied where the empirical material was collected via eight interviews with real estate agents in Karlstad. The respondents have answered open-ended questions about their relationship building and have described their experiences of the gender perspective in the real estate brokerage industry. The empirical material describes relationship styles, customer loyalty, character traits and gender perspectives in the industry. Furthermore, an analysis and discussion has been carried out where connections to theories of relationship building have been made. The study's conclusion shows that there are two relationship styles that dominate among real estate agents. Furthermore, trust and confidence prove to be essential for achieving customer loyalty, where knowledge, safety, clarity, and commitment have reappeared as value-creating factors. In addition to trust and confidence, communication was also a contributing factor to customer satisfaction and thus customer loyalty. Finally, the results indicate that gender has a certain impact as potential differences in relationship building have been discovered. / Bostadsaffären är en av de största affärerna som görs i livet där mycket pengar och känslor är inblandade. Det handlar om en speciell affär där fastighetsmäklaren har en viktig roll. Fastighetsmäklaryrket är ett förtroendeyrke som till stor del handlar om att bygga kundrelationer. Yrket innefattar mycket kundkontakt och kundinteraktion, därav är kundrelationerna av stor vikt. Då fastighetsmäklaryrket skiljer sig från andra säljyrken och det inte finns särskilt mycket studier i fastighetsmäklarbranschen, upplever vi att det finns en kunskapslucka att fylla. I och med att kundrelationer är betydelsefulla för fastighetsmäklare är det av intresse att studera hur relationsbyggandet ser ut i branschen. Utifrån generella studier om relationsbyggande framgår det att förtroende, kundlojalitet och personliga egenskaper är påverkande faktorer. Syftet med uppsatsen är att öka förståelsen för hur relationsbyggandet ser ut i fastighetsmäklarbranschen. Vidare vill vi förstå hur fastighetsmäklare arbetar för att skapa kundlojalitet. Fortsättningsvis har det skett en förändrad struktur i könsfördelningen inom fastighetsmäklarbranschen under de senaste decennierna. I andra säljbranscher där denna förändring även skett, har det resulterat i en omvandling i relationsbyggandet. Med anledning av detta kommer ett genusperspektiv på relationsbyggande även tas i beaktning. I studien har en kvalitativ metod tillämpats där det empiriska materialet samlats in via åtta intervjuer med fastighetsmäklare i Karlstad. Respondenterna har besvarat öppna frågor om deras relationsbyggandet samt har beskrivit deras upplevelser av genusperspektivet i fastighetsmäklarbranschen. Det empiriska materialet redogör för relationsstilar, kundlojalitet, karaktärsdrag och genusperspektiv inom branschen. Vidare har en analys och diskussion genomförts där kopplingar till teorier om relationsbyggande har gjorts. Studiens slutsats visar på att det finns två relationsstilar som dominerar bland fastighetsmäklare. Vidare visar resultatet att förtroende och tillit är väsentligt för att uppnå kundlojalitet, där kunskap, trygghet, tydlighet och engagemang återkommit som värdeskapande faktorer. Utöver förtroende och tillit var även kommunikation en bidragande faktor till kundnöjdhet och därmed kundlojalitet. Slutligen tyder resultatet på att könsroller har en viss påverkan då eventuella skillnader i relationsbyggande har upptäckts.

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