This study aims to investigate whether loyalty programs affect relationship quality in the promoter segment, where promoters are the most profitable and loyal customer group according to Fred Reichheld's Net Promoter Score. A self-constructed model has been created, based on previous research. The model has later been tested through qualitative interviews to find out which factors that are considered to be the most crucial ones, in order to stay as a customer, remain loyal and maintain a strong relationship quality towards the brand. In addition, the study aims to report on whether loyalty programs are at all decisive for relationship quality. The results of the study contributed to an updated model, as assortment and quality were also added as two additional crucial factors for relationship quality with promoters. In addition, the Social Benefits variable was changed to Identification and the Recognition variable to Customized Offers. Furthermore, Engagement was removed completely from the model. Finally, the thesis concluded that an existing loyalty program is not crucial to good relationship quality with promoters, but it can work as a bonus, or a tool for collecting data and creating customized offers. / Denna studie ämnar undersöka huruvida lojalitetsprogram påverkar relationskvalité inom promoter-segmentet, där promoters är den mest lönsamma och lojala kundgruppen enligt Fred Reichheld’s Net Promoter Score. En egenkonstruerad modell har skapats, grundad på tidigare forskning. Denna modell har sedan testats genom kvalitativa intervjuer, för att kunna urskilja vilka faktorer som anses vara mest avgörande för att de ska stanna som kund, vara lojal och bibehålla en stark relationskvalité gentemot varumärket. Dessutom syftar undersökningen till att redogöra om lojalitetsprogram överhuvudtaget är avgörande för relationskvalié. Undersökningens resultat bidrog till en uppdaterad modell, då även sortiment och kvalité lades till som avgörande faktorer för relationskvalité med promoters. Fortsättningsvis ändrades variabeln Sociala Fördelar till Identifikation och variabeln Igenkänning till Skräddarsydda Erbjudanden, samt att Engagemang togs bort. Uppsatsen kom slutligen fram till att ett existerande lojalitetsprogram ej är avgörande för god relationskvalité med promoters, men att det kan fungera som en bonus eller hjälpmedel för insamling av data och skapandet av skräddarsydda erbjudanden.

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Date: 6th of June 2020 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors:         Alexander Frost                  Nils Pettersson                           (97/06/28)                        (98/03/15) Title: What makes a Zoomer tick? A qualitative study about Generation Z and TikTok. Tutor: Aswo Safari Keywords: Generation Z, TikTok, Viral, Engagement. Research question: What factors according to generation Z, help promote viral marketing campaigns on TikTok? Purpose: The aim of the study is to create an increased understanding surrounding the factors contributing to viral marketing campaigns on TikTok. The authors aim to answer which characteristics that the majority user base generation Z find engaging in companies attempts at marketing themselves on TikTok. Method: This study utilizes a qualitative approach and the data was collected through focus groups. Two focus groups were conducted with a total of twelve participants.  Conclusion: The authors conclude with four main factors that according to the participants contribute to consumer engagement on TikTok. These factors are humor, simplicity, relatableness and creativity.

Date:   08/06/20 Level:  Bachelor Thesis in Business Administration, 15 cr Institution:    School of Business, Society and Engineering, Mälardalen University Authors:        Leticia dos Santos         Amanda Jonsson          Piyumi Gangabada                         (95/03/17)                       (88/12/03)                (93/08/11) Title:               The Key Aspects of Digitalization on Employees' Engagement is the Bank Service Delivery. Tutor:             Michela Cozza. Keywords:     Digitalization, employee engagement, service delivery. Research questions:  How does digitalization influence employees' engagement in service delivery management in the banking industry? What types of strategies have been applied by managers to bring about employees' engagement as digitalization develops? Purpose:         The purpose of this study is to achieve a more in-depth understanding of how digitalization influences employee engagement service delivery in the Swedish banking industry. Furthermore, this study aims to identify which strategies are implemented by managers in order to effectively engage employees'. Method:         The study is based on a qualitative approach and the research structure was designed based on semi-structured interviews conducted via telephone calls with employees and managers from Swedish banks to enable connections between theories and empirical findings making it possible to conduct the analysis. Conclusion:   By comparing the data collected for this research and the theories presented, it can be concluded that digitalization can be considered as a factor that positively affects employee engagement in service delivery. It has become a facilitator by being a platform for the employees to perform their tasks efficiently. Further, as digitalization develops, managers have been using strategies like advanced support systems, fast and transparent communication methods, and different digital tools to bring up employees' engagement at work. Therefore, digitalization positively affects employee engagement in most instances, but managers can not overlook the possibilities of negative implications too.

Dollar-Cost Averaging (DCA) is a popular investment strategy for purchasing equity securities. Even though previous research shows that DCA is somehow inefficient, it has remained a default strategy widely recommended by financial advisors worldwide. Using this starting point, this thesis empirically investigates and compares DCA with Lump-Sum Investing (LSI) through a replicative approach. We use a simulation to analyze the strategies performance on the Swedish Equity Market. The evaluation is conducted from both a traditional and behavioral finance framework. In line with Leggio and Lien (2001), whom we replicate, our results indicate LSI being a superior strategy for both mean-variance and loss-averse investors. Hence, we argue that LSI should not be forfeit as a potential strategy when entering the Swedish market. An evaluation of the two strategies should help Swedish investors to make better-informed decisions about whether to use DCA or LSI.

In the year 2007 a reform was established that allowed private citizens in Sweden to make tax deductions on companies providing services pertaining to the household (called RUT-deduction). The year later another reform was introduced granting citizens additional tax deductions but this time concerning household renovation, reconstruction and extensive construction (called ROT-deduction). These tax deductions resulted in higher employment and more jobs being executed legally. The purpose of this paper is to examine and analyze what kind of effects these types of tax deductions would have on workers’ real wages and to look at to what extent these effects differ within a female dominated occupation and a male dominated occupation, from a gender perspective. The two professions that are chosen to be researched in this paper are the cleaning and painting professions. Furthermore, the purpose with this study is to examine whether this effect differs within the two separate professions. The study is executed with the use of econometric models, point estimation, economic theory and empirical studies. The result indicates that the RUT-deduction has the biggest positive impact on cleaners’ real wages. This paper shows that one underlying reason to this outcome could be that the cleaning service is a more price sensitive service and that the RUT-deduction might therefore have generated an excess in demand for that service. Nonetheless, to establish an equilibrium in the labor market the wages are required to rise in order to attract more cleaners to enter the certain market. However, this paper is unable to eliminate the possible theory of there being a general wage increase among workers in the private sector. In addition, this study is comprised of an inadequate amount of observations which impedes any reliable conclusions from being made based on evidence.

During the last decade, firm-level entrepreneurship as an important phenomenon that may influence the corporate performance, attracted the attention of many researchers and a number of measurements were developed to gauge the entrepreneurial intensity at the firm level such as entrepreneurial orientation, corporate entrepreneurship, and entrepreneurial management. EO and CE found more popularity and researchers employed them to investigate the phenomenon of firm-level entrepreneurship. Incrementally, a contradiction was emerged in the literature regarding the proper measurement of FLE. A number of studies recommended  integrating EO and CE in a more comprehensive measurement to develop a deeper understanding of firms’ entrepreneurial intensity. In fact, EO and CE complement each other. While the former focuses on the proclivity of firms to have entrepreneurial behaviors and activities, the latter is the output- based construct and points out to the actual entrepreneurial actions such as innovation, venturing and strategic renewal. This study develops an integrative model of EO and CE to classify the companies in four different categories includes non-entrepreneurial, forced-entrepreneurial, latent-entrepreneurial, and actual entrepreneurial firms. The primary objective of the study is to investigate if the actual entrepreneurial firms show the higher degrees of internationalization or not. The research has performed in two different steps to confirm the integrative model and testify the research hypotheses. In the first step, the multi-case study approach is primarily applied to investigate if the model categorizes companies that are actually different or not. To conduct this step, four companies were selected that each one was the representative of a unique category of the model. Then deep interviews were performed to assess their behaviors on some especial characteristics, which were previously mentioned as the different characteristics of entrepreneurial versus non-entrepreneurial firms. To testify the research hypotheses, a questionnaire was designed that was included of questions, which were applied and validated by former studies.

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