Syfte: Syftet med denna uppsats är att illustrera vilka faktorer som påverkar kundrelationer och hur ett företag bör gå tillväga för att förbättra dessa samt för att bevara sina kunder. Vi vill ge en illustration på hur en välorganiserad kundrelation kan framkallas. Uppsatsen är även en undersökning som kommer att framhäva Länsförsäkringarnas varianter av strategier och metoder inom kundrelation, detta kommer även att baseras ur kundens perspektiv. Det vitalaste kommer att handla om hur Länsförsäkringarna kan förbättra och utveckla detta.   Metod: Vi valde att använda oss av primärdata för att öka trovärdigheten genom enkätundersökning och intervjuer, våra sekundärdata användes för att ge stöd till den primäradatan med författares och forskares teorier. Sedan jämförde vi resultatet från intervjuerna och enkätundersökningen med vad teoretikerna anser för att se om det överensstämmer med resultatet.   Resultat & slutsats: Vi tycker att det har varit ett intresseväckande arbete att följa Länsförsäkringarnas tillvägagånssätt om hur de bemöter kunderna och relationen till dem. Verksamheten är ledande inom försäkringar men befinner sig i en konkurrenskraftig marknad. Därför är det viktigt att omhänderta sina kunder, särskilt de kunder som idag är missnöjda och som troligtvis inte har orkat byta försäkringsbolag. Det är dessa kunder som kan föra vidare det dåliga ryktet om företaget till nya potentiella kunder. Vi anser att företaget har en bristande kundrelation, detta har bekräftats med empiriska studier och med den sekundäradata. Förslag till fortsatt forskning: Det finns många aspekter att analysera, som exempelvis; en djupgående studie om hur CRM implementeras och används av konkurrenterna (IF, Trygghansa och Folksam) samt i jämförelse med Länsförsäkringarna.   Uppsatsens bidrag: Detta arbete ger en verklighetssyn av Länsförsäkringarnas relationer till sina kunder och hur företaget skall förbättra detta samt utveckla personalens kompetens inom det berörda området.   Nyckelord och förkortningar: Lf = Länsförsäkringarna, Rm= Relationsmarknadsföring, Crm= Customer relationship management, Rm-tåget= Relationsmarknadsföringståget, E-CRM= Electronic customer relationship management, Kundnöjdhet, Kundrelationer, Kundlojalitet / Aim: The purpose of this essay is to ilustrate factors which influence customer relationship and how companies should improve and retain their customers.We want to show how an organized customer relationship can evoke. This essay is also an investigation which will bring out different variations of strategies and methods of customer relationship. This will also base on the customer experience. The most important thing is that the essay will give the readers answers on how the company Länsförsäkringarna can develop these strategies.   Method: We have chosen to use Primary data to increase the reliability threw interviews and questionnaire examination.We also used secondary data to provide support to the primary data.We compered the results from the interviews and questionnaire examination with professors and authors teories   Result and Conclusions We think that it has been an intresting work to follow Länsförsäkringarna strategies on how they aproach the customers and their relationship with them. Länsförsäkringarna are leaders in their business in insurance but their position in the market is very competitive. Therefore it is very important to take a good care of the cutomers, especially the customers who are not satisfied and don’t care to change to another incuranse company. They will surtenly spread a bad reputation about Länsförsäkringarna threw word of mouth to the new potential customers. In our opinion we think that Länsförsäkringarna have a bad relation to their customers and that have been confirmed by our empirical studies and with the help of secondary data.   Sugestion of future research There are many aspects to analyze, for example a deep going study about how to implement CRM and how it is used by competetors of Länsförsäkringarna, and also to compare the study with Länsförsäkringarna.   Contribution of the thesis This work gives a realitypicture of Länförsäkringarna:s relations to their customers and how the company shall develop their staff competence in customer relationship management.   Key words Lf = Länsförsäkringarna, Rm= Relationship marketing, Crm= Customer relationship management, Rm-tåget= Relationshipmarketing train, E-CRM= Electronic customer relationship management, Customer satisfaction, Customer relationship, Customer loyalty

Magistro darbe yra iškelta Šiaulių miesto pramogų klubų rinkos teikiamų paslaugų kokybės problema. Darbe išanalizuota ir susisteminta įvairių tiek Lietuvos, tiek ir užsienio autorių publikuota medžiaga bei atlikti tyrimai, susiję su paslaugų marketingu bei kokybe, vartotojų elgsena. Darbe išsamiai išanalizuota paslaugų koncepcijos esmė bei paslaugų marketingo komplekso išskirtinumas. Darbe plačiai analizuojama paslaugų kokybė teoriniu aspektu, atlikta paslaugų kokybės modelių analizė, analizuotas paslaugų kokybės valdymas bei apibrėžiama aptarnavimo svarba paslaugų sferoje. Tyrimo metu išsiaiškinta, kad suformuluota mokslinio tyrimo hipotezė nepasitvirtina, kadangi dauguma apklaustų pramogų klubų klientų yra patenkinti Šiaulių miesto pramogų klubų teikiamų paslaugų kokybe ir ji tenkina klientų poreikius. / This master‘s work analyzes the quality of the service in the recreational clubs of Siauliai. The material of the foreign authors and Lithuanian ones has been analyzed and structured. Also, the research, involving service marketing, quality and customer behaviour is made. The essence of the service conception and the oneness of the complex of the service marketing is particularly analyzed. Moreover, the paper theoretically analyzes the quality of the service, and there is the analysis of the service quality modals made. The management of the service quality is also analyzed. The importance of the service is determined. It is revealed that the hypothesis of the research is not confirmed, because most of the questioned customers are satisfied with the quality of the service in the recreational clubs in Siauliai.

Frågeställning: Vilken påverkan har e-CRM, som ett stöd till relationsmarknadsföringen, på de långvariga kundrelationerna för SMF inom B2B i tjänstesektorn? Syfte: Syftet med rapporten är att beskriva och analysera vilken påverkan e-CRM har på långvariga kundrelationer. Rapporten kommer fokusera på små och medelstora företag (SMF) inom tjänstesektorn med B2B-relationer och genomförs som en fallstudie av Effect Reklambyrå AB. Företagets befintliga relationsmarknadsföring studeras tillsammans med e-CRM och långvariga kundrelationer för att se hur e-CRM påverkar dessa relationer. Rapporten syftar slutligen till att ge praktiska implikationer till Effect Reklambyrå AB som de kan använda sig av i framtiden vid skapandet av långvariga kundrelationer. Metod: Rapporten har haft en induktiv ansats med ett beskrivande syfte. Undersökningen har utförts med kvalitativa metoder. Datainsamlingen utfördes genom personliga intervjuer och intervjuer via telefon till det empiriska resultatet. För att analysera empirisk data har en kvalitativ dataanalys utförts. Resultat: Resultatet visar på att e-CRM har en positiv påverkan på de långvariga relationerna då de kan stärka de komponenter som ligger till grund för dessa. Det personliga mötet har fortfarande en väsentlig del i relationerna och därför fungerar de digitala kanalerna bra som komplement till dessa. Teoretiskt och praktiskt bidrag: Teoretiskt har denna rapport bidragit till att fylla det gap vilket identifierats i teorin. Praktiskt har rapporten bidragit till rekommendationer för B2B-företag i tjänstesektorn. / Research question: What impact does e-CRM have, as a support to the relationship marketing, on long-term customer relationship for B2B in the service sector? Purpose: The purpose of this report is to describe and analyse what impact electronic customer relationship management (e-CRM) have on long-term customer relationships. The report will focus on small and medium enterprises (SMEs) within the service sector with business-to-business (B2B) relations and is made as a case study of Effect Advertising Agency AB. The agency’s relationship marketing is studied together with e-CRM and long-term customer relationships in order to understand what impact e-CRM have on these relationships. The final purpose is to give practical implications to the company that they can use to build long-term customer relationships in the future. Method: To meet the purpose of the paper a qualitative study was undertaken with an inductive approach. Data for the report have been collected through interviews. The empirical data has been analysed through a qualitative data-analysis. Results: The results show that e-CRM has a positive impact on the long-term relationships. This is because they can strengthen the components that form the basis for these relationships. The personal meeting is still an essential element in relationships and the digital channels work as a complement to these. Theoretical and practical contributions: Theoretically, this report helped to fill the gap that was identified in the theory. Practically, the report has contributed to recommendations for B2B companies in the services sector.

Sociala mediers uppkomst har inneburit nya möjligheter för marknadskommunikation men de har också vänt upp och ner på traditionella marknadsföringsmetoder. Det finns därför en osäkerhet kring hur mediernas fulla potential för dialog, interaktivitet, relationsbyggande och viral spridning ska utnyttjas. Syftet med denna studie är därför att skapa ökad kunskap och förståelse för hur ideella organisationer använder sociala medier för att kommunicera samt skapa och underhålla relationer till sina supportrar. En flerfallstudie genomfördes av tre väletablerade ideella organisationer i Sverige, Djurens Rätt, Greenpeace Sverige och Amnesty Sverige. Empirin samlades in med hjälp av intervjuer med ansvariga för kommunikationen i sociala medier inom respektive organisation. Även en kvantitativ innehållsanalys av organisationernas Facebook-sidor utfördes. Empirin analyserades sedan utifrån valda teorier och genom jämförelser fallen emellan. Därmed kunde slutsatsen dras att alla tre organisationer använde sociala medier som ett verktyg för att engagera supportrar i deras verksamhet och sakfrågor, främst genom att uppmana dem till lobbying och påverkan. De kommunicerade alla på ett sätt som genererade eWord-of-Mouth för att uppnå viral spridning av sina budskap. Den typ av kommunikation som användes i störst utsträckning på Facebook var av dialogisk och relationsskapande karaktär, trots att ingen av organisationerna satte relationsbyggande i fokus. / The arrival of social media has brought new opportunities for marketing communication. This change, however, brings major changes to the perceptions of traditional marketing methods. Uncertainty exists in how to best utilise media’s potential in regards to creating dialogue, interaction, relationship building and viral reach with and amongst supporters. The purpose of this study is thus to contribute to a greater understanding of how non-profit organisations are using social media to communicate as well as creating and sustaining relationships with their supporters. A multiple case study design has been employed, focusing on three well-known nonprofit organisations in Sweden; Djurens Rätt, Greenpeace Sweden and Amnesty Sweden. Qualitative research data was gathered through interviews with persons responsible for social media communications within the three organisations. A quantitative content analysis of the organisations’ Facebook pages was also conducted. The empirical findings were then analysed through relevant theories and comparison between the cases. The results indicate that all three organisations used social media as a tool to encourage their supporters to engage with the organisation’s activities and beliefs, primarily lobbying- or advocacy-related activities. The organisations communicated in a way that generated eWord-of-mouth, in order to spread their messages virally. On Facebook, communication was mainly characterised by two-way dialogue and relationship building, despite none of the organisations focused on building relationships with their supporters.

Electronic commerce is in a state of growth and the number of firms engaging in electronic commerce has increased rapidly during the late 1990s. As a result, electronic commerce has become an essential part of commercial life. As firms have struggled to implement electronic commerce there have been successes and failures. Hence there is a need to improve our understanding of how electronic commerce can and should be deployed.  In this thesis electronic commerce is explored and discussed in terms of what firms need to know and how they can acquire that knowledge in order to engage in electronic commerce to remain or become competitive. The focus is on the process of acquiring new capabilities for electronic commerce. Capabilities are regarded as high-performance routines that can reside within and between organisations and confer a firm with a temporary competitive advantage. These capabilities can be acquired by utilisation of four categories of means: in-house innovation, cloning, collaboration and firm purchasing.  Four hypothesises for understanding and explaining capability acquisition are formulated with regard to how the means can be used. By surveying the literature, drawing on numerous research traditions in an eclectic manner, it is posited that the supply of capabilities, the current capability portfolio, the nature and maturity of the firm trajectory, and the performance of the firm influence the capability acquisition process.  The cases of Compaq and Dell in Sweden are employed to investigate the issue of capability acquisition. Compaq has utilised an indirect approach working through intermediaries, while Dell has utilised a direct approach working directly with customers. The cases are analysed with the four hypothesises. Five capabilities are identified as critical for electronic commerce: addressability, interactivity, customisation, personalisation and postponement. It is shown that these capabilities are acquired in a process following a trajectory. This process involves suppliers, partners, customers and competitors. It is shown that firms working indirectly acquire capabilities mainly from competitors. In contrast, firms working directly acquire capabilities mainly from customers. Furthermore, working directly with customers – as opposed to working indirectly – is found to be a good vehicle for acquiring electronic commerce capability. / Diss. Stockholm : Handelshögsk., 2002

En av de största affärerna vi gör i livet är förmodligen då vi köper bostad. Idag råder det en relativt hård konkurrens bland både fastighetsmäklarföretag och fastighetsmäklare. Det gäller därför att leverera tjänsten bättre än konkurrenterna, för att kunna bli ett framgångsrikt fastighetsmäklarföretag på dagens marknad. Ett lyckat koncept kan då vara word-of-mouth, det vill säga rekommendationer. Studier visar att rekommendationer påverkas av kundlojaliteten som i sin tur påverkas av kvaliteten som tjänsten erbjuder, tillfredställelsen kunden känner samt kundnyttan. De flesta fastighetsmäklarföretagen har insett vikten av denna betydelse och erbjuder därför fler tjänster utöver själva kärnverksamheten som är att sälja en bostad. Tilläggstjänster blir helt enkelt allt vanligare, allt för att kunna tillfredsställa kunden till max.

In the last twenty years there have been an increasing number of companies that chose strategies to establish a relationship with their clients. In consequence, several studies concerning the Relationship Marketing have been developed with the purpose to identify which type of strategy is more accepted by the clients and to evaluate the efficiencies of these actions in obtaining the loyalty at clients. Therefore, this study intends to analyze the effects of the level of the service satisfaction and costumer loyalty within a supermarket company. The SERVQUAL (Parasuraman et al. 1988 e 1991) model was used to compare the expectations and the perceptions of the clients. A survey was conducted and 402 clients of 14 stores of the company were interviewed, from 28th October until 30th November 2005. The results were obtained through the Factorial Analysis and afterwards Linear Regression showed that from the 22 variables of perception of the quality of the service that were tested, only the ones which are part of the factors Confiability e Tangible influenced positively in the relationship between the company and its clients. At the end, the final considerations were presented as well as the limitations of the study. / Nos últimos vinte anos tem sido crescente o número de empresas que adotam ações no sentido de estabelecer relacionamentos com os seus clientes. Em decorrência disto, diversos estudos abordando o Marketing de Relacionamento vem sendo desenvolvidos tendo como objetivo identificar que tipo de ação voltada ao desenvolvimento de relacionamento encontra maior aprovação por parte dos clientes e também avaliar a eficácia destas ações na conquista da lealdade destes clientes. Desse modo, este trabalho tem como objetivo analisar os efeitos da satisfação com os serviços na propensão dos clientes em manter relacionamento com uma empresa do setor de supermercados. Como modelo para avaliação dos serviços foi utilizado o SERVQUAL (Parasuraman et al. 1988 e 1991), que efetua um comparativo entre as expectativas e as percepções dos clientes. Para tanto foi desenvolvido um survey que alcançou 402 clientes de 14 lojas da empresa, entre os dias entre 28 de outubro e 30 de novembro de 2005. Os resultados obtidos através de aplicação de Análise Fatorial e posteriormente Regressão Linear demonstram que das 22 variáveis de percepção da qualidade do serviço testadas, somente as que fazem parte dos fatores Confiabilidade e Tangíveis influenciam positivamente nos relacionamentos entre a empresa e seus clientes. Ao final apresentam-se as considerações finais e as limitações do estudo.

Submitted by Milena Rubi (milenarubi@ufscar.br) on 2016-08-08T18:24:50Z No. of bitstreams: 1 SOUZA_Thiago_2016.pdf: 2372088 bytes, checksum: 9af1c54e19780434125f0f315fefa0fd (MD5) / Made available in DSpace on 2016-08-08T18:24:50Z (GMT). No. of bitstreams: 1 SOUZA_Thiago_2016.pdf: 2372088 bytes, checksum: 9af1c54e19780434125f0f315fefa0fd (MD5) Previous issue date: 2016-03-15 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / Due to the complexity of markets and intense competition organizations are looking for new ways to generate sustainable competitive advantage, that it is the competitive advantage that can not be copied in the short term by competitors. In this sense, the distribution channels emerge, which are the set of interdependent organizations involved in the process of making a product or service available for use or consumption. Integrating the distribution channel as intermediaries are wholesalers and retailers, who act as an important link between the industry and the end consumer. In general, these organizations carry out a number of elements of the marketing strategy in the distribution channel and so develop and maintain long-term relationships with partners and other channel members. The objective of this research is to identify how the elements of the marketing strategy influence on the aspects of the relationship. This study has as its core the wholesale distributor perspective, but also identifies the views of small food and retail industry. This research has qualitative and exploratory nature character, using as main methods the case study and the technique of critical incident. As a data collection instrument, we opted for the construction of semistructured in order to support the conduct of interviews. nine interviews were conducted, two in the distributor wholesaler four in food industries and three small retailers. For data analysis, we used the technical characteristics of the critical incident, content analysis and triangulation. The survey results identified the elements of the marketing strategy and relationship issues primarily from the perspective of distributor wholesaler. It has been found empirically that targeting influences the trust; the element influencing product partnerships and satisfaction; price element affects power / dependence, conflict, cooperation and satisfaction; element of marketing communication relates to investment, exchange of information and commitment; element distribution influences the conflict, among other relations. Ultimately, this study presents an analysis of the gaps / shortcomings as they relate to the elements of the marketing strategy developed by the wholesale distributor or the aspects of the relationship with food and small retail industry. Finally, we present the implications both managerial and theoretical, limitations and future research suggestions. / Devido a complexidade dos mercados e a intensa concorrência as organizações estão procurando novas formas de gerar vantagem competitiva sustentável, que trata-se do diferencial competitivo que não pode ser copiado em curto prazo pela concorrência. Nesse sentido, surgem os canais de distribuição, que são o conjunto de organizações interdependentes envolvidas no processo de tornar um produto ou serviço disponível para uso ou consumo. Integrando o canal de distribuição como intermediários estão atacadistas e varejistas, que atuam como importante elo de ligação entre a indústria e o consumidor final. Em geral, essas organizações realizam uma série de elementos da estratégia de marketing no canal de distribuição e para isso desenvolvem e mantém relacionamentos de longo prazo com parceiros e outros membros do canal. O objetivo desta pesquisa consiste em identificar como os elementos da estratégia de marketing exercem influência sobre os aspectos do relacionamento. Este estudo possui como elemento central a perspectiva do atacado distribuidor, mas também identifica as visões de indústria alimentícia e pequeno varejo. Esta pesquisa possui caráter qualitativo e cunho exploratório, utilizando como principais métodos o estudo de caso e a técnica do incidente crítico. Como instrumento de coleta de dados, optouse pela construção do roteiro semi-estruturado como forma de apoio à condução das entrevistas. Foram realizadas nove entrevistas, sendo duas no atacadista distribuidor, quatro em indústrias alimentícias e três em pequenos varejos. Para análise de dados, utilizou-se das características da técnica do incidente crítico, análise de conteúdo e triangulação. Os resultados da pesquisa identificaram os elementos da estratégia de marketing e os aspectos de relacionamento primordialmente sob a ótica do atacadista distribuidor. Verificou-se empiricamente que a segmentação exerce influência sobre a confiança; o elemento produto influencia parcerias e satisfação; elemento preço afeta poder/dependência, conflito, cooperação e satisfação; elemento comunicação de marketing se relaciona com investimento, troca de informações e compromisso; elemento distribuição exerce influência sobre o conflito, entre outras relações. Em última instância, este estudo apresenta a análise sobre os gaps/lacunas no que se referem aos elementos da estratégia de marketing desenvolvidos pelo atacado distribuidor ou nos aspectos do relacionamento com a indústria alimentícia e pequeno varejo. Por fim, são apresentadas as implicações tanto gerenciais quanto teóricas, limitações e sugestões de pesquisas futuras.

Research questions: How can event marketing be studied as a part of relationship marketing?How can event marketing be used to strengthen customer-brand relationships? Purpose: The purpose of this thesis is to study event marketing as a part of relationship marketing, by analysing the elements of trust, commitment, brand involvement, brand emotions, brand attitudes and customer value. Method: This research was conducted using a quantitative research method, where the primary data was collected via an online-survey distributed to visitors at Chokladgästabudet at Waxholms Hotel and GastroNord, two food-related events. In total, the study received 102 respondents. Conclusion: The study found support for previous studies regarding events having an effect on the customer-brand relationships. However, this study also found that events have a particular effect on the emotional aspects of the theories used in the study, which are believed to lead to stronger relationships.

The context of this study is Bangladesh`s food retailing sector. The main purpose of this study is to investigate the relationship between Customer Relationship Marketing (CRM) and customer retention. Since Independence in 1971, Bangladesh has made solid progress and made substantial improvements in its economy, with GDP growth of 5-6% consistently over the past decade. With the real economic growth coupled with rapid urbanisation, the country has witnessed a new form of organised retailing that started to emerge in early 2000. This organised retail format is undergoing a period of unprecedented expansion, something that is driving additional demand and as well as creating opportunities for further enterprise. There are clear signs of substantial and potential growth in future. The economic growth coupled with the growth of urbanisation, changes in demographic factors, increases in employment and income levels has had a profound influence on consumers shopping behaviour and hence, Customer Relationship Marketing. The core aim of Relationship Marketing is to build a long lasting mutually bonded relationships with customers and various other important stakeholders. The concept has attracted considerable attention among scholars in recent decades and has appeared in service marketing literature as a new marketing paradigm. The concept is considered to be critical to the success of any organisation as it has been an accepted phenomenon that maintains that existing customers are far easier to retain than is the process of acquiring new customers. In order to stay in business and cope with the challenging business dynamism, organisations are continuously searching for reliable and serviceable strategies to be employed in order to increase customer retention. However, there is a lack of an accepted level of consensus among researchers on the core antecedents of relationship marketing that can be used to achieve the above aims, especially while the concept is new in the context of organised retailing sectors in Bangladesh. In response, this thesis developed a conceptual framework of customer retention strategy to conduct an empirical investigation in one holistic model: (i) the relationships between relationship quality and customer retention; (ii) how bonds influences the relationship quality? As well as (iii) the effect of CRM on customer loyalty and retention. The model incorporates bonds, service quality and components of relational quality (Trust, commitment and satisfaction) into one relationship model to show the relationship between these five constructs and customer loyalty and finally the independent variable of customer retention. The model establishes eleven hypotheses to understand the relationships between various constructs. Furthermore, in order to understand the intensity of grocery food consumers loyalty, Oliver`s Four Stages loyalty model was used. A sample of 202 grocery food retail customers were selected in a random sample from four selected superstores located in Dhaka, the capital of Bangladesh. Data were collected via mail questionnaires. The questionnaires content validity was tested by conducting a pre-test of 50 households before conducting the final survey. The results support hypothesized relationships built on the model. Correlation analysis indicates that all the coefficient correlate significantly except commitment that shows the least strengths of the correlation coefficient. Nevertheless, correlations were statistically significant. Therefore, all eleven hypotheses are confirmed to some degree. The findings indicate that service quality, trust, bond and customer satisfactions are vital for creating positive customer loyalty which in turn creates customer retention. In regards to the intensity of four types of loyalty (cognitive, affective, co-native and action) results indicate that the intensity of cognitive loyalty was higher than affective loyalty, co-native and action loyalty. Co-native loyalty is also higher than action loyalty. This thesis provides evidence for the first time in Bangladesh of various linkages between bonds, service quality, relationship quality, loyalty and retention and hence, contributes to both theoretical and practical knowledge. The findings suggest that by employing adequate service quality provisions and bonds it is possible to enhance and build quality relationships between parties.