The purpose of the study is to obtain a preferable understanding of how a company in the retail trade and its store staff achieves and provides service quality through self-service and how the co-creation and value creation is preserved when the majority of the personal contact is supplemented by technology. / Syftet med studien är att få en större förståelse för hur ett företag inom detaljhandeln och dess butikspersonal åstadkommer och tillhandahåller servicekvalitet genom självbetjäning och hur sam- och värdeskapandet bevaras när majoriteten av den personliga kontakten byts ut mot teknik.

Förändrade marknadsvillkor för landsbygden med minskande befolkningsmängd och ökande konkurrens från fysiska och digitala aktörer har lett till att var femte dagligvarubutik på den tätortsnära landsbygden har försvunnit det senaste decenniet. För att möta förändringen ställs det högre krav på butikernas marknadsföring för att nå lönsamhet. Syftet med denna studie är att beskriva sambandet mellan marknadsvillkor, marknadsföringsbeslut och ekonomisk prestation för dagligvarubutiker på den tätortsnära landsbygden i Skaraborg. För att undersöka syftet antas perspektivet Industrial Organization (IO) och Structure-Conduct-Performance (SCP) samt teorier inom marknadsföringsområdet marknadsmix och relationsmarknadsföring. Inom IO anses beslutsfattaren för marknadsföringsaktiviteter viktig eftersom den ekonomiska prestationen påverkas av hur väl konkurrensstrategin anpassas till marknadsvillkoren. Studien har genomförts som en kvalitativ studie där empirin har samlats in genom semistrukturerade intervjuer med nio butikschefer inom dagligvaruhandeln. För att öka studiens trovärdighet har resultatet från intervjuerna stärkts genom en datainsamling via enkät samt en dokumentanalys av de undersökta butikernas årsredovisningar. Systematiskt urval användes vid val av intervjupersoner. Resultatet visar att avståndet mellan landsbygdsbutiken och den närliggande tätorten inte har ett lika tydligt samband med den ekonomiska prestationen som tidigare forskning hävdar. Däremot visar resultatet indikationer på att ett mer fördelaktigt geografiskt läge i form av ett längre avstånd till tätorten och färre konkurrenter kan skapa förutsättningar till att fler av ortens konsumenter i större utsträckning väljer att handla i den lokala butiken. Studien visar att olika konkurrensstrategier har olika påverkan på det ekonomiska resultatet. En högre nettoomsättning kan i landsbygdsbutiken uppnås genom att arbeta med fler konkurrensmedel, såsom att erbjuda ett brett serviceutbud, kommunicera med flera olika kanaler, anordna butiksevenemang samt att butikschefen är engagerad i orten. Lönsamhet för butikerna uppnås genom att hålla en högre prisnivå, arbeta aktivt med produktplaceringar samt hålla nere kostnader genom att betona färre konkurrensmedel. Slutligen visar även resultatet på att det personliga och ett relationellt synsätt är ett viktigt konkurrensmedel för landsbygdens dagligvarubutiker.

The aim of this work is to find out the attitudes of Czech consumers to the quality of fruit and vegetables on the Czech market. The quality of fruit and vegetables in sales formats is also investigated. The theoretical part includes general characteristics of fruits and vegetables, conventional and organic farming and other certification systems, production and consumption of fruit and vegetables and foreign trade. The work describes the quality of food and organic food, the quality of freshness fruit and vegetables and legislative requirements.The practical part examines during questionnaire survey how consumers perceive the quality of fruit and vegetables on the Czech market. In this section was conducted research in retail chains and specialized stores in České Budějovice and Vlašim. For the research were selected red apples, bananas, tomatoes and cucumbers. Shops have been awarded points and the winner is the shop which got least points. The practical part was concluded with a structured interview with the founder of the Food Bank in České Budějovice.

Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2017-11-30T15:52:12Z No. of bitstreams: 1 Thayza Andretta_.pdf: 30668684 bytes, checksum: f5631632f88dc1d9b9d5fb46c4fe8ac2 (MD5) / Made available in DSpace on 2017-11-30T15:52:12Z (GMT). No. of bitstreams: 1 Thayza Andretta_.pdf: 30668684 bytes, checksum: f5631632f88dc1d9b9d5fb46c4fe8ac2 (MD5) Previous issue date: 2017-11-09 / Nenhuma / A arquitetura é uma área que possui a habilidade de manifestar os pensamentos e desejos do homem no seu habitar. As construções dão significado a vida cotidiana, que abrigam em seu interior a diversidade de relações, construindo vínculos com os usuários. Exercendo esta importância nas relações cotidianas, e atenta as mudanças ambientais, a arquitetura atua em um segmento que consumo cerca de 50% dos recursos dos recursos globais naturais. Neste sentido, os arquitetos vêm buscando aplicar a sustentabilidade em seus projetos, sendo importante que o espaço traduza os conceitos sustentáveis, gerando menos impacto aos seus usuários e ao planeta. Dentre os vários tipos de espaços arquitetônicos, esta pesquisa se concentra nos pontos de venda (PDV). Dentro deste contexto, as organizações têm buscado um novo posicionamento de mercado, migrando para táticas de ambientação do PDV e fidelização através do seu ambiente construído e, em muitos casos, já demonstrando sua preocupação com a sustentabilidade. Neste sentido, o problema desta pesquisa é: como o projeto de arquitetura sustentável estimula e favorece a experiência do usuário nos PDVs? Sendo assim, este trabalho buscou em disciplinas adjacentes a arquitetura aproximação com o tema experiência do usuário, bem como temas referentes aos elementos de atmosfera e ambientação de loja, design experiencial, espaço arquitetônico e comercial num viés da sustentabilidade a fim de gerar indícios do projetar para a experiência. A experiência do usuário pode ser entendida como um episódio subjetivo, em que as emoções e sentidos interligam as informações, que podem tomar forma através do espaço arquitetônico. Assim sendo, este trabalho tem como objetivo, desenvolver diretrizes de projeto de arquitetura com premissas sustentáveis que estimulem a experiência do usuário nos espaços projetados. Esta pesquisa possui o caráter aplicado e igualmente exploratório, pois identifica que as temáticas de experiência do usuário, sustentabilidade e arquitetura ainda são pouco exploradas. O método será dividido em duas etapas, sendo etapa ‘A’ composta por coleta de dados através de entrevistas com experts em arquitetura sustentável e estudo de caso. Como critério de escolha deu-se por PDV que possui o discurso sustentável como diferencial de mercado. Um segundo critério de escolha determinou que este caso tivesse ter obtido reconhecimento das suas práticas sustentáveis. A etapa ‘B’ se concentrou na construção de indícios de como a arquitetura sustentável pode contribuir para a experiência do usuário. Chegando-se a construção de 15 indícios principais, tais como: espaço arquitetônico-teatral (tematização); iluminação; mobiliários e expositores; fluxos e percursos e flexibilidade do espaço entre outros, baseados na revisão da literatura, entrevistas com experts e estudo de caso. Diante disso, percebeu-se que as decisões de projeto que objetivem a experiência ainda são tomadas de forma empírica pelos projetistas, e que o termo ‘experiência do usuário’ ainda é emergente e não se encontra consolidado como tal na área. Pesquisas futuras poderiam concentrar esforços em desdobramentos dentro do modelo da web experience a fim de tangibilizar elementos que permitam aos projetistas bases para suas decisões. / Architecture is a field which has the ability to portray the thoughts and wishes of mankind in their habitation. Constructions give everyday life meaning, they hold in its interior the diversity of relationships, making bonds with its users. Playing such an important role in everyday relationships, and minding environmental changes, architecture functions in a segment which consumes around 50% of global natural resources. In this sense, architects have been seeking to apply sustainability in their projects, being important that the space translate sustainable concepts, causing less impact on its users and the planet. Among several types of architectural spaces, this research focuses on points of sale (POS). In this context, organizations have been looking for a new market positioning, shifting to ambience tactics of the POS and customer loyalty through the space built and, in many cases, already expressing concern with sustainability. In this sense, the problem of this research is: how does the sustainable architectural project stimulate and favour the POS user experience? Therefore, this paper turned to adjacent disciplines to architecture for an approximation of the user experience topics, as well as themes regarding store environment and ambience, experiential design, architectural and business space and businesses with a bias towards sustainability in order to trigger indicators of projecting for experience. User experience can be understood as a subjective episode, in which emotions and feelings intertwine information, which can take shape through architectural space. Thus, this paper aims to develop architectural project guidelines with sustainable premises that stimulate user experience in projected spaces. This research has applied and equally exploratory character, for it finds user experience, architectural and sustainability themes still little explored. The method will be divided in two stages, being ‘A’ consisting in data collection via interview with experts on sustainable architecture and case study. Choice criteria focused on POS which had sustainable discourse as differentiation. A second criterion for choice determined that this case needed to have been recognized for its sustainable practices. Stage ‘B’ focused on building indicators of how sustainable architecture can contribute to user experience. In light of this, it has been discerned that project decisions which are meant for experience are still taken empirically by designers, and the term ‘user experience’ is still incipient and not established as such in the field. Future research could concentrate efforts on unfoldings within the web experience model in order to make tangible elements which allow designers grounds for their decisions.

Le développement de la grande distribution alimentaire selon le postulat de massification des achats se heurte aujourd’hui au phénomène de la multi-fréquentation des circuits et des magasins. Pourquoi une personne aurait-elle intérêt à fréquenter plusieurs points de vente ? Pour répondre à cette question, la recherche propose un renouvellement d’analyse, mobilisant le cadre théorique de l’expérience et de la valeur. Ainsi, la valeur attachée par les clients à l’activité des courses alimentaires permettrait-elle d’expliquer les comportements de multi-fréquentation ? Quatre objectifs principaux accompagnent cette problématique : 1) comprendre l’expérience et la valeur retirée de l’activité « faire les courses », 2) opérationnaliser la valeur de l’activité, 3) qualifier les comportements de multi-fréquentation et 4) expliquer la multi-fréquentation en vue de mieux comprendre la complémentarité des formats. Les principaux résultats de la recherche permettent d’énoncer que la valeur retirée de l’activité constitue un facteur explicatif des comportements de multi-fréquentation. Il existe une double dynamique, de la valorisation et de la multi-fréquentation, à partir de laquelle la trajectoire d’un client peut être approchée. Pour les praticiens, la valeur de l’activité peut être utilisée comme grille de lecture du positionnement des enseignes et servir de levier d’action pour orienter la multi-fréquentation et gérer la multi-fidélité. / Development of food retailing from the premise of mass purchases now faces the multiplication of channels and stores attendance phenomenon. Why would individuals have an interest in visiting several stores ? In response to this question, the research proposes a renewal of the analysis, mobilizing the theoretical framework of the experience and the consumption value. Thus, could the value derived from the grocery shopping activity by clients explain multi-stores attendance behaviour ? Four main objectives underlie this research : 1) understand the experience and the value derived from the activity of “shopping”, 2) operationalize the consumption value of the activity, 3) qualify behaviours of multi-stores attendance, and 4) explain multi-stores attendance in order to understand the complementarity of store types. The main results of this research enable to state that the value derived from the activity is an explaining factor to the multi-stores attendance behaviour. There is a double dynamic of valuation and multi-stores attendance, from which the habits of a customer can be assessed. For practitioners, the value of the activity can be used as a way of interpreting the positioning of retail chains and as a lever action for mastering the multi-stores attendance and for managing multi-loyalty.

La proximité constitue l’une des préoccupations stratégiques actuelles majeures de la distribution alimentaire. Cette recherche porte sur les raisons de la réhabilitation des formats de proximité et s’intéresse aux représentations de la proximité d’un magasin par les distributeurs et par les consommateurs. Il ressort des analyses qualitatives et quantitatives menées auprès des distributeurs et des consommateurs que cette distance spatiale, temporelle, fonctionnelle et social qui unit un magasin et ses clients est multidimensionnelle. Sept dimensions ont été identifiées : la proximité d’accès, la proximité fonctionnelle, la proximité de processus, la proximité relationnelle, la proximité identitaire, la proximité d’intégration et la proximité d’assortiment. Certains points de convergence et divergence apparaissent dans les représentations de la proximité d’un magasin par les distributeurs et les consommateurs. Plus généralement, tous deux perçoivent les aspects symboliques et fonctionnels du magasin de proximité. Les représentations de la proximité d’un magasin du point de vue des distributeurs sont plus complètes et positives ; les consommateurs se concentrent davantage sur les aspects fonctionnels et utilitaires du magasin de proximité. Le test des hypothèses du modèle théorique (PLS) nous amènent finalement à identifier les antécédents de la proximité perçue d’un magasin (positionnement perçu et localisation géographique) et ses conséquences (intentions d’achat futures, évaluation positive et attachement). Nos résultats démontrent que la localisation géographique ne suffit pas à créer une relation entre client et le magasin. Le distributeur ne doit pas se contenter d’être géographiquement près de son client pour être proche de lui ; il doit dépasser la vision géographique de la proximité pour valoriser d’autres aspects fonctionnels et symboliques / Getting close to the consumer is one major concern in retailing. This research tries to understand the rehabilitation of small food stores in the French retailing context and explores the notion of closeness in all in its dimensions from a retailer as well as a consumer perspective. The research involves data collection from both retail companies and consumers. The qualitative and quantitative analysis show that creating closeness with the customer can be defined as the management of the spatial, temporal, functional and social distance that links a store to its customers. Seven dimensions can be identified: the access closeness, the functional closeness, the process closeness, the relational closeness, the identity closeness, the integration closeness and the assortment closeness. Some convergence or difference points between the retailers and the consumers perceptions can be describe. In general, managers and consumers both establish a dichotomy between practical and symbolic aspects of closeness. We can observe that managers see the relationship between the store and its clients in a more positive and global way whereas consumers are more rational and focus on practical elements. The tests of the hypothesis show us that the retailer image and the geographical location of the store have both a positive effect on perceived closeness to a store. Also, perceived closeness to a store increases consumer’s loyalty to the store. Our results demonstrate that location of the store is not enough to create a close relationship between the customer and the store; the closeness between a customer and a store is not only based on a spatial distance but also on a temporal, functional and social distance. Being close to its consumers not only means being close to them geographically. The consumer prefers a broader vision of closeness including practical and symbolic aspects

Au cours de son existence, le consommateur, est amené à vivre des incidents qui génèrent des tensions identitaires. Il est engagé dans un processus de construction identitaire. Cette recherche montre que le point de vente accompagne le consommateur dans son projet identitaire. Il agit comme une ressource qui permet de gérer des dynamiques et tensions identitaires. Parmi ces tensions, nous identifions le rapport au corps, les distorsions avec le soi (avec ses composantes de l’image de soi et l’estime de soi) et les négociations en matière d’identité ethnique. Selon une approche psychologique, cette recherche montre que le magasin devient une ressource de (re)construction identitaire aux bienfaits thérapeutiques. Le consommateur, à travers ce qu’il vit dans le magasin, affronte ses fragilités et prend conscience de son état. L’intervention du magasin dans la gestion des dynamiques et tensions identitaires devient alors une expérience identitaire. Cette recherche montre que lorsque la visite au point de vente devient une démarche identitaire, elle s’apparente alors à une expérience offrant des ressources. L’approche phénoménologique que nous adoptons permet de mettre en évidence le processus d’engagement du consommateur dans l’expérience identitaire. Elle renseigne alors sur son contenu et ses caractéristiques, et éclaire sur le concept d’expérience de magasinage. / It happens that the consumer has to deal with life issues related to identity matters. He is engaged in a process of identity construction. This research shows that the store supports the consumer in his identity project. It acts as a resource allowing him to deal with all the idenity conflicts, like body issues, distortions with the self, self esteem issues and ethnic identity issues. According to a psychological approach, this research shows that the store becomes aresource for (re)constructing the self and provides the consumer with therapeutic benefits. Through what he lives in the store, the consumer will be confronting its weaknesses and become aware of his self. The way the store helps the consumer with these conflictual identity issues makes him experiencing his self.In this research, we use a phenomenological approach that helps to highlight the consumer engagement in the process of his identity experience. Then, it offers a better understanding of the shopping experience concept.

The overall purpose of this research was to understand how consumers perceive physical environments from multi-brand fashion retail stores. According to Solomon and Rabolt (2008), a well-design of store environment can fulfill consumer’s shopping process with a pleasant, efficient and enjoyable experience. Since many researchers have proved that the store environment directs consumer’s shopping experience, by investigating consumer’s behavior with psychological and physical perceptions in a store is the approach for retailers to create more business opportunities in a competitive fashion industry today.Through literature review we know, the development of retail stores from eighteenth century until today, it changes by social, culture, economic factors as well as consumer behavior. From the history, it also illustrates how a multi-brand fashion retail store grows in today’s Swedish market. Customers’ interview is the important approach to know how consumers experience shopping and perceive the environment in the multi-brand fashion retail stores. Because of consumers’ demographic differences, the perceptions from the same store environment lead to either positive or negative feelings. By interviewing the store staffs, the companies’ management and store display strategies are provided and it is helpful to analyze and compare in parallel. The retailer applies appropriately store designing strategy to focus on a certain group of consumers is useful to find its target consumers as well as appealing to target consumer’s satisfaction with shopping experience. Based on the interview result, the perceptions both from consumers and retailers are discussed. According to the analysis of the results, recommendations are given for tangible and intangible improvements. In terms of visible improvements, the retailers may improve visual communication and lighting design in the store environment which enhances consumer’s attitude toward positive perception and exceptions. Sending positive knowledge is an invisible channel to influence consumer behavior, and it is sure that consumers are willing to learn what they are interested. Furthermore, improving visual merchandise management is an approach to compete increasing number of outlets in the market which could be achieved by professional employees and training processes.To design or create a better physical environment of multi-brand fashion retail store, it not only follows the retailer’s marketing strategy and company orientation, but also concerns for consumers’ needs toward positive influences. A consumer’s perception from a store environment decides his or her attitude and behavior. If consumers are satisfied with the store, they will tell an average of 5 other people, whereas disappointed consumers may talk to more people and never return to the store. (Hines and Bruce 2008) To develop a better physical environment of a multi-brand fashion retail store, it relies on interacting of influences between consumers and retailers. / Program: Magisterutbildning i fashion management med inriktning modemarknadsföring

Marknadsaktiviteter vid produktlansering är ett samarbete med Haglöfs Scandinavia AB. Våren 2010 utfördes ett samarbetade med Haglöfs då ett underlag för utökat produktsortiment inom konfektion togs fram. På uppdrag av Haglöfs ska ett förslag framställas på hur en lansering ska kunna se ut om juniorkollektionen introduceras på den svenska marknaden. Hur fungerar det med produktlanseringens strategiska och taktiska lanseringsbeslut och vilka marknadsföringskanaler är lämpliga vid en produktlansering inom outdoorbranschen.Rapporten behandlar hur dagens företag inom outdoorbranschen i Sverige fullgör sina marknadsaktiviteter vid en produktlansering. Strategiska och taktiska lanseringsbeslut illustreras samt utvalda marknadsföringskanaler skildras.En lanseringsstrategi beskriver de marknadsföringsbeslut som är nödvändiga för att presentera en ny produkt till respektive målgrupp och börja generera en inkomst i form av försäljning av den nya produkten. De här marknadsföringsbesluten för nya produkter är refererade under termer som inträde på marknaden, lanseringsstrategi, produktlansering, kommersialisering samt introducering. Relationsmarknadsföring är ett brett begrepp inom marknadsföring och innebär att kraften hos relationer är en grund för marknadskommunikation. Inriktning är mot interaktion, relationer och nätverk. Event marketing, social media samt butikskommunikation används som marknadsföringsverktyg i rapporten.Inom outdoorbranschen ses ett genomgående mönster att företagen arbetar likartat och lägger ner mycket tid vid lanseringar av nya produkter. Genom utvalda marknadsaktiviteter försöker företagen skapa och bibehålla relationer med konsumenter. De aktiviteter som ligger i framkant inom outdoorbranschen är event marketing, social media samt butikskommunikation.Marketing activities at product launch is a collaboration with Haglofs Scandinavia AB. In the spring of 2010 was a cooperation with Haglofs as a basis for broader product range in the clothing was produced. On behalf of Haglofs should a suggestion be made on how the launch of the junior collection will be like if it is introduced on the Swedish market. How does it work with the product launch with strategic and tactical launch decisions and which marketing channels are appropriate for a product launch within the outdoor industry.The report discusses how today's companies within the outdoor industry in Sweden fulfills its marketing activities at a product launch. Strategic and tactical launch decisions are presented and selected marketing channels are depicted.A launch strategy describes the marketing decisions that are necessary to introduce a new product to its target market and start generating an income through sales of the new product. These marketing decisions for new products are referenced in terms of market entry, launch strategy, product launch, commercialization and introductions. Relationship marketing is a broad concept in marketing and is meant that relationships are a basis for marketing communication. Focus is on interaction, relationships and networks. Event marketing, social media and store communication are used as marketing tools in the report.Within the outdoor industry a consistent pattern has seen that companies work similarly and have spent much time at the launch of new products. Through successful marketing companies trying to create and maintain relationships with consumers. The activities that are front edge in the outdoor business are event marketing, social media and merchandising. / Program: Textil produktutveckling med entreprenörs- och affärsinriktning

Denna uppsats behandlar service, ett fenomen som har växt sig starkare de senaste årtiondena och som har kommit att bli ett avgörande verktyg för många företag för att kunna skapa marknadsfördelar. Att ett företag förvaltar mötet dem och kunden emellan på bästa sätt är ofta en kritisk faktor för att få kunden att återvända till butiken även nästa gång. Vissa företag är mer och andra är mindre beroende av ett bra servicesystem och därför är syftet med denna uppsats att undersöka huruvida serviceförväntningarna hos två olika kundgrupper liknar eller skiljer sig från varandra. Kundgrupperna som valts ut tillhör konfektionsföretagen, H&M som är en kedja i lågprissegmentet och Acne som är ett företag i högprissegmentet. Frågeformuleringen som besvaras i uppsatsen gäller som följer: Hur skiljer sig H&M-kunden från Acne-kunden i sina förväntningar på service i butik? För att besvara frågeställningen används en kvantitativ metod en så kallad muntlig strukturerad intervju som är riktad mot de två kundgrupperna. Undersökningen är gjord på totalt sett 100 personer med en jämn föredelning mellan kundgrupperna.I teorikapitlet får läsaren ta del av en litteraturöversikt och olika studier som bedrivits inom service. En fördjupning av service som fenomen presenteras sedan för att ytterligare fördjupas inom en rad viktiga delar som utgör stommen i servicebegreppet. Dessa är bland annat word of mouth, butiksatmosfär, sanningens ögonblick och självfallet gapmodellen som beskriver gapet mellan kundens förväntningar på service och upplevd service.Datainsamlingen visar att nästan alla som tillfrågats är återkommande kunder hos företagen och att Acne:s kunder i större utsträckning är tillfredsställda med kötid, hjälp från butiksbiträde och antal provrum än vad H&M:s kunder visar sig vara. Datainsamlingen visar också att kunderna som handlar hos Acne spenderar mer pengar än kunderna som handlar hos H&M. Majoriteten av H&M:s kunder ligger i intervallen 0-499 kronor samt 500-999 kronor per månad medan majoriteten av Acnes-kunder handlar för 1500- 1999 kronor och uppåt.Slutsatsen som presenteras är således att Acne-kunderna har högre krav på företaget, då vi ser att H&M-kunder återvänder trots att de inte är nöjda med mycket hos företaget. Ett företag som Acne som ligger i högprissegmentet kan också vara mer tvungna att erbjuda god service då de säljer mycket dyrare plagg. H&M-kunderna verkar dock förvänta sig en högre servicenivå än den rådande standarden men förmodligen är den inte lika hög somAcne-kundens förväntningar.This thesis deals with the concept service. It is a phenomenon that has grown stronger the last decades and is today a vital tool for many companies to create market advantages. That a company manages the meeting between them and their customer in the best way possible is often a critical factor to get the customer to return to the store. Some companies are more than others dependent on a good service system and therefore are the purpose of this paper to examine whether the service expectations of two different customer groups are similar or different from each other. The customer groups that are chosen belong to a store chain in the lower price segment, H&M and one in the higher price segment, Acne. Both companies are active in the Swedish clothing industry. The query formulation that this paper aims to answer is: How do an H&M customer and an Acne customer vary in their expectations on service in a store? To answer this question a quantitative method is used, were an oral structured interview directed to the two customer groups are performed to collect data. Altogether 100 customers got interviewed, with an even division between the customer groups.In the theory chapter the reader gets to take part of a literature review and different studies that has been done on service. A recess of service as a phenomenon are presented and further recessed through a row of important parts that is the body of service, such as word of mouth, store atmospheric, moment of truth and the Gap-model that describes the gap between what the customer expects in service and what the customer are experiencing.The collected data shows that almost every respondent are a returning customer at the companies and that the customers at Acne in general are more satisfied with the store’s queuing time, help from the shop assistant, and number of fitting rooms than the customers at H&M proves to be. The collected data also shows that the customers that shop at Acne are spending more money on clothes every month than the H&M-customers do. The majority of H&M’s customers are in the intervals 0-499 SEK and 500-999 SEK each month, while the majority of the Acne-customers are shopping for 1500-1999 SEK and up.The conclusion that is presented is that the Acne-customers have higher expectations on the service provided by the company, as we can see that the H&M-customers are returning customers although if they not are satisfied with a lot at their store. A company as Acne that is in the higher price segment may also be more forced to provide a good service when the customers are paying a notable larger amount of money for their clothes. The H&M-customers seems to expect a higher service level at H&M than received but probably are these expectations not as high as the Acne-customer’s expectations. / Program: Textilekonomutbildningen