Customer satisfaction, from the service quality perspective, has emerged as a new modus operandi for assessing customers’ perceptions and/or expectations of services in order to re-orient and regulate existing services. University library administrators in Sri Lanka, realising the necessity of complying with customer perception of high quality service, have begun to search for alternative ways to satisfy their clientele on the basis of service quality. This study therefore aims to meet this need by developing a model to assess the extent to which service quality indicators and other explanatory attributes may be used to predict customer satisfaction, from a service quality perspective. The research process used in the study was the “onion model,” which involved a combination of positivist and phenomenological inquiries that led to the use of qualitative and quantitative approaches in line with the purpose of the study, which was exploratory in nature and searched for causality. The design of the study involved two main stages: the exploratory stage and the main stage. In the exploratory stage, attributes and domain identification of service quality was carried out with a sample of 262 subjects. Based upon the exploratory study, four provisional models were constructed and tested in the main study, using a sample of 1840 subjects. The model based on the performance-only paradigm and the linearity assumption between the constructs was found to be the best parsimony model that provided for enhanced predictive performance, calibration and potential insight into attributes and domain relevance. Regarding overall satisfaction, responsiveness, supportiveness, building environment, collection and access, furniture and facilities, technology and service delivery as quality domains, involvement with the service, and knowledge of the customers as situational attributes and age, member category, university and gender as socio-demographic attributes were found to be significant. The final model may be used to design a simple measurement or monitoring process of library performance, and it may also be a useful tool for diagnosing service quality locally. This research further provides a keystone for other studies and may also stimulate the momentum of current research on service quality and/or customer satisfaction / Information Science / D. Litt. et Phil. (Information Science)

Once a year for over forty years public relations’ practitioners in Sweden gathers, the political week in Almedalen, in the town of Visby. There they exchange knowledge and experience on all types of subjects using different and common communication models whether they are aware of them or not. The research on communication models is sparse, with one exception: Grunig’s model. Both practitioners and researches believe them to be important, even strategic. But too little knowledge about the models as such negatively impacts the understanding of public relations’ activities. It also contributes to the view that public relations is frittered. The thesis studies and analyses communication models of public relations. Models have been created by theorists and practitioners to describe the phenomenon, to understand communication as such and to facilitate communication between humans. The thesis addresses basic questions such as which models there are, where they stem from, who the originators were and the characteristics of each respective model. The basis of the study is comprehensive Anglo-American literature. All in all, over twenty different models have been analyzed in three different ways, i.e. the structure of a model, its historical deposits (sediment) and the application of the model. The result is manifold, since many characteristics form ten attributes and three families of models (a reduction). The characteristics can be seen as the models’ building blocks, e.g. the direction of the communication, the number of contacts and synchronism. Three model families are built on three differentiating characteristics, and the families are named correspondingly. Directional model (Riktningsmodellen), the Co-orientational model (Saminriktningsmodellen) and the Connectivity model (Konnektivitetsmodellen). The classification is of course not set in stone. It should be regarded as a first step to reduce the number of models in use and concentrate on the important characteristics of the models that help public relations researchers and professionals to solve problems and theorists to explain, foresee or guide to better public relations. Finally, five areas of future research are presented: a multinational study of models, a study of practitioners’ model use, a deeper history study according the concept of sediment, a notational system for models and, last but not least, a development of the Connectivity model. The last subject is the one that once inspired me to write a thesis. / <p>QC 20170426</p>

Made available in DSpace on 2016-04-25T16:45:16Z (GMT). No. of bitstreams: 1 Paula Fernanda Prado Pereira.pdf: 1670141 bytes, checksum: a1fae6268d9fbba622c17b483329d479 (MD5) Previous issue date: 2009-05-18 / The main purpose of the present essay is to verify to what extent the Relationship Marketing strategies may contribute to the increase in fidelity rates among customers in the drugstore/pharmacy chains in the city of São Paulo, Brazil, always searching for solutions to the issues arising from the vast competition in the segment today. The relevance of this theme is clear when one observes the difficulty found nowadays by organizations, in the most diverse market segments, in trying to make their trademarks able to conquer and retain customers, and gaining the customer fidelity. The research was of the exploratory kind, and the quantity methodological approach was conducted through a survey. This one was created from a question form with closed questions which enabled pre-determined answers and, aiming a certain degree of flexibility, some questions were half-open, making it possible for the interviewed to give an individual and specific answer. The sample was of the non-probability kind and counted on the participation of 232 individuals, who came to compose 108 valid question forms, according to three filter criteria adopted. Individuals belonging to classes A1, A2, B1 and B2 were chosen (even though they represent only 29% of the total Brazilian population), because it is believed that the Relationship Programs focus their efforts in people belonging to those classes. The application strategy adopted was the sending of the form through the Internet, using the website http://www.surveymonkey.com. A link for the research was sent to the email of the responding people, along with an invitation for taking part. Based on this research, it was possible to conclude that the process of client fidelity search in the segment of pharmacy and drugstores still remains in need of a deeper analysis, given that it was made clear that the Relationship Marketing was not the only and main requirement for client fidelity in that segment / O objetivo geral da presente dissertação foi verificar como as estratégias de Marketing de Relacionamento podem contribuir para o aumento do índice de fidelidade dos clientes de redes de farmácias/drogarias da cidade de São Paulo, buscando-se soluções para os problemas da vasta concorrência que a maioria das redes enfrentam atualmente. A relevância do tema se dá na observação da atual dificuldade vivenciada pelas organizações, nos mais diversos segmentos de mercado, na tentativa de que suas marcas sejam capazes de conquistar e reter o consumidor, tornando-o fiel. A pesquisa foi do tipo exploratória e a abordagem metodológica quantitativa, realizada por meio de uma survey. A mesma foi criada a partir de um questionário com perguntas fechadas que permitiram respostas prédeterminadas e, visando certo grau de flexibilidade, algumas perguntas do questionário foram semi-abertas, permitindo assim, que o entrevistado desse uma resposta individual e específica. A amostra foi do tipo não probabilística e contou com a participação de 232 indivíduos, que compuseram 108 questionários válidos de acordo com três critérios de filtro adotados. Optou-se por indivíduos pertencentes às classes A1, A2, B1 e B2 (ainda que representem apenas 29% da população total do Brasil), por se acreditar que os Programas de Relacionamento direcionam seus esforços predominantemente para pessoas pertencentes a essas classes. A estratégia de aplicação adotada foi o envio pela internet, por meio do uso do site http://www.surveymonkey.com. Um link para a pesquisa foi enviado para o e-mail dos respondentes juntamente com um convite para a participação. Com base na pesquisa, tornou-se possível concluir que o processo de fidelização de clientes no segmento de farmácias e drogarias ainda precisa ser estudado em maior profundidade, tendo-se em vista que foi possível constatar que o Marketing de Relacionamento não se constituiu no único e principal requisito para fidelização de clientes neste segmento

Made available in DSpace on 2016-10-13T14:09:52Z (GMT). No. of bitstreams: 1 Maria Luiza Vasques Piccioli.pdf: 4068332 bytes, checksum: a47638a822b0b54d95ac608b8bd4134f (MD5) Previous issue date: 2013-03-27 / This study is dedicated to the analysis of the Value Co-Creation Management and its relation to the market oriented strategy in foreign and Brazilian multinational companies. It is based on a theory review in which three main topics are discussed: (1) Marketing concepts evolution and the strategic orientation to market; (2) competitive advantage development and the value co-creation management; (3) foreign and Brazilian multinational companies, subsidiaries' role and the global Marketing management. The qualitative nature research developed on the market used the methodology of multiple case studies, following the protocol proposed by Yin (2001). This study was performed in 4 multinational companies, among them two Brazilian and two foreign ones, directly with the areas that are responsible for value co-creation management. In total, eight interviews were performed, being two per company, between the months of October and December 2012. After analysis, the research pointed not only to market orientation as a predecessor of co-creation management, but also to the value discipline chosen by the company as a strategical driver to co-creation implementation. In relation to Brazilian and foreign multinational companies, it was possible to identify that the management style is related to the organizations characteristics rather than their nationalities. As a contribute, this study fills a gap by bringing closer the subjects of Marketing orientation of co-creation practices and co-creation management in multinational companies. / Este estudo tem como objetivo analisar a gestão da co-criação de valor e sua integração com a estratégia de orientação para mercado em empresas multinacionais estrangeiras e brasileiras. O estudo do tema parte de uma revisão teórica, em que são considerados três tópicos: (1) a evolução dos conceitos de marketing e a orientação estratégica para mercado; (2) a construção de vantagem competitiva e a gestão da co-criação de valor; (3) as empresas multinacionais estrangeiras e brasileiras, o papel das subsidiárias e a gestão do marketing global. A pesquisa de campo, de natureza qualitativa, utilizou o método de estudo de caso múltiplo, seguindo o esquema protocolar proposto por Yin (2001). Este estudo foi realizado junto a quatro empresas multinacionais, sendo duas multinacionais estrangeiras e duas empresas multinacionais brasileiras, junto as áreas responsáveis pela gestão da co-criação de valor. Foram realizadas oito entrevistas, com dois profissionais de cada empresa pesquisada. As entrevistas ocorreram entre os meses de outubro e dezembro de 2012. Os resultados desta pesquisa apontam não apenas a orientação para mercado como um antecedente da gestão da co-criação, mas também a disciplina de valor escolhida pela empresa como uma diretriz estratégica para a implementação da co-criação. Com relação à comparação entre empresas multinacionais brasileiras e estrangeiras, foi possível verificar que a forma de gestão está atrelada as características organizacionais das empresas multinacionais e não a sua nacionalidade. Como contribuições, este estudo preenche uma lacuna ao aproximar o tema orientação para mercado da prática da co-criação e a gestão da co-criação em empresas multinacionais.

The average South African tertiary student spends more than the average South African individual each month, making them a valuable market to be understood by retailers. One technique retailers use to differentiate themselves from the increased competition is by relationship marketing through loyalty programmes. Research on the topic of loyalty programmes increased rapidly over the last decade. The problem, however, is that the majority of past research on the subject of loyalty programmes only focused on what happens after customers have already joined a loyalty programme. Little research exists regarding the factors that influence subject participation in loyalty programmes. Furthermore, to date no research study has investigated factors that might influence loyalty programme participation among South African students. The purpose of this study was to understand the tertiary student market by building on the research of De Wulf et al. (2013:69-83) as a vital study to explore factors that might influence them to participate in retail loyalty programmes. An exploratory study was conducted, in which data was collected from students studying at Pearson Institute of Higher Education/ CTI Pretoria by means of self-administered questionnaires. The study followed a quantitative research approach, in order to satisfy the research objectives. The results of the study indicate that the top four characteristics most likely to influence students to participate in a retail loyalty programme, include: a loyalty programme where you receive immediate discounts on certain items at purchase; a loyalty programme that allows you to use your loyalty card at more than one retailer; a loyalty programme with unlimited duration on the usage of benefits or rewards; a loyalty programme that rewards you by giving immediate benefits. / Business Management / M. Com. (Business Management)

本研究旨要探討加盟總公司對於加盟業者所提供的服務的實際程度？這些對滿意度真的很重要？亦或關係導向及其因素對滿意度的影響較重要？加盟業者對加盟總公司的滿意度是否對績效有所影響？或可增加未來合作的程度？加盟業者對總公司所提供的好處的實際感受？對關係行銷中的信任程度及未來合作影響如何？綜合以上的架構，建立一整體的概念，以加盟業者為研究對象，獲得實證結果，實際了解加盟業者對總公司所提供的服務與關係行銷品質對滿意度及未來合作的影響，並從結果中提出建議，以供參考。 依據實證結果，影響加盟業者滿意度的主要因素為總公司的關係行銷的活動，而非總公司所提供的服務項目。因此總公司是否造成業者的信任及良好的溝通品質，形成彼此的穩固的關係；及總公司與業者建立資產專屬性，使業者更加信任總公司的供需決定及績效的提升，這些才是業者對總公司的總體滿意度主要關鍵條件，進而直接或間接使未來合作意願的提升，支持理論發展出的假說。 根據實證結果，建議業者如何經營關係行銷的實際活動，讓彼此更加的信任及未來合作的意願更加穩固。

本研究主要是在探討共同基金投資人對於投信公司所提供服務品質的期望與實際感受？以及這些因素對於滿意度與忠誠度的影響程度？以及瞭解共同基金投資人對於最常往來的投信公司進行的關係行銷活動是否能增加其信任程度？對滿意度與忠誠度影響如何？整合上述兩支研究架構，建立一整體概念模型，以目前共同基金投資人為研究對象，瞭解共同基金投資人感受服務品質與關係行銷過程對於滿意度與顧客信任的影響。 　　由實證結果可以瞭解滿意度的決定因素為關係行銷活動與正面的失驗程度大小。至於理論上認為投資人對於投信公司服務品質的期望水準與實際感受應該影響顧客滿意度，在數據上並未獲得支持，推論原因可能是受訪者具備較高的知識與涉入程度，因此有能力與動機去分辨投信公司及其代銷機構服務品質優劣，並予以比較，造成期望水準與實際感受的影響不顯著。顧客信任的決定因素則有服務品質的實際感受、正面的失驗，與關係行銷活動。 　　根據實證所得結果，提供業者如何創造顧客滿意度、顧客信任、及忠誠度的建議。

<p>QP Medtech AB är ett företag som utvecklar och marknadsför IT‐system i syfte att bidra till effektivare och säkrare vård. MiniQ är deras senaste produkt. Problemet som företaget har stött på i rådande stund är marknadsföringen av MiniQ, vilket inte har gått som förväntad. Således är syftet med denna uppsats att identifiera och förklara de svårigheter som har uppkommit för marknadsföringen av läkemedelsanalysprogrammet MiniQ. Utöver det redogörs även rekommendationer och förslag på hur marknadsföringen kan förbättras.Studien baseras på kvalitativ undersökning där intervjuer med både användare och inköpare av programmet har genomförts. Urvalet av respondenter består av läkare, distriktsläkare, apotekare och projektledare. Yrkesmän som är verksamma inom kommuner och landsting. Förutom det har även en intervju med QP Medtechs VD genomförts för att granska företagets perspektiv på problemet.Analysen visade att det är flera faktorer som orsakar svårigheter för MiniQs marknadsföring. Dels finns det ingen stor marknad och efterfrågan på produkten för tillfället och dels beror det på vårdens invecklade struktur som verksamhet. En närmare granskning av verksamheten förtydligar att vården agerar på en ”politisk marknad”. En marknad där tjänster tillhandahålls genom många beslut och administrativa system. Det finns flera inblandade parter med olika intressen inom vården som påverkar verksamheten. Beslutsfattningen sker på högre nivåer i verksamhetens hierarki vilket försvårar marknadsföringen av produkten. För att lyckas måste nyckelpersoner påverkas samtidigt som incitament från vårdens sida är nödvändigt. En annan faktor som komplicerar situationen är vårdens bristande IT‐stöd och elektroniska infrastruktur, vilket i sig försvårar implementeringen av MiniQ. Faktorer som företaget bör ta hänsyn till är: mer kunskaps‐ och informationsspridning om produkten och dess förmåner för att skapa incitament, frbättrade relationer med användare och kunder samt uppföljning, förbättring och vidareutveckling av MiniQ. Det bör inte glömmas att det krävs mer tid för att efterfrågan på produkten ska öka och en marknad växa fram.</p>

<p><strong>Titel:</strong> Internationella relationer i innovativa miljöer – en fallstudie av Mjärdevi Science Parks internationella arbete</p><p><strong>Författare:</strong> Sergio Quiñones</p><p><strong>Adress</strong>: Skrinnarvägen 7, 633 59 Eskilstuna | sergio.quinones@gmx.com<strong></strong></p><p><strong>Kurs: </strong>Kandidatuppsats i marknadsföring, EFO 225</p><p><strong>Handledare:</strong> Angelina Sundström</p><p><strong>Problem: </strong>Hur kan svenska Science Parks genom internationella relationer utveckla sina processer och tjänster för att bättre stödja kunskapsutbyte och kommersialisering av innovationer?</p><p><strong>Syfte: </strong>Syftet med denna studie är att <em>beskriva</em> Mjärdevi Science Parks internationella arbete ur ett marknadsföringsperspektiv.</p><p><strong>Metod: </strong>Kvalitativ fallstudie.</p><p><strong>Slutsatser: </strong>Mjärdevi Science Park arbetar internationellt för att främja regional tillväxt. Genom regional tillväxt bidrar man även till att öka Sveriges tillväxt och konkurrenskraft. Parkens motor och drivkraft är entreprenörerna och företagarna. Mjärdevi samarbetar och är engagerad i den globala organisationen IASP, Science Parks i andra länder, Exportrådet, företag och ambassader. Fallföretaget etablerar nya relationer främst genom sitt redan existerande internationella nätverk. Relationerna utvecklas genom att skapa aktiviteter som är ömsesidigt värdeskapande för parkerna, regionerna och företagen. Parkens styrelse har haft en uttalad nätverksbaserad strategi och handlingsplan som även inkluderat det globala perspektivet. Denna studie har visat att Mjärdevis strategiska och operativa arbete till stor del bygger på nätverksfilosofin. I sitt nätverk arbetar Mjärdevi både med att sprida operativ kunskap och att skapa erfarenhetsbaserad kunskap inom ramen för dessa aktiviteter.<strong></strong></p><p><strong>Nyckelord:</strong> science parks, innovationssystem, innovation, internationell, internationalisering, globalisering, samarbete, samverkan, relationer, relationsmarknadsföring, utbyte, företagsnätverk, affärsnätverk.</p> / <p><strong>Title</strong>: International Relations in Innovative Environments - a Case Study of Mjärdevi Science Park's international work</p><p><strong>Author:</strong> Sergio Quiñones</p><p><strong>Address:</strong> Skrinnarvägen 7, 633 59 Eskilstuna, Sweden | sergio.quinones@gmx.com</p><p><strong>Course:</strong> Bachelor Thesis in Marketing (EFO 225)</p><p><strong>Tutor:</strong> Angelina Sundström</p><p><strong>Problem:</strong> How can the Swedish Science Parks through international relations develop their processes and services to better support knowledge sharing and commercialization of innovations?</p><p><strong>Purpose:</strong> The purpose of this study is to describe Mjärdevi Science Park's international work from a marketing perspective.</p><p><strong>Method:</strong> Qualitative Case Study.</p><p><strong>Conclusions</strong>: Mjärdevi Science Park works internationally to promote regional growth. The regional growth also contributes to Sweden's growth and competitiveness. The Parks engine and driving force are its entrepreneurs and businesses. Mjärdevi cooperates with the global organization IASP, Science Parks in other countries, the Swedish Trade Council, businesses and embassies. The case company establishes new relationships primarily through its existing international network. Relationships are developed by creating activities that are of mutual value creation for parks, regions and companies. The board of Mjärdevi Science Park has had an explicit network-based strategy and action plan that also included the global perspective. This study has shown that Mjärdevis strategic and operational work is based mainly on the network philosophy. Mjärdevi uses its network both to disseminate operational knowledge and to create experience-based knowledge within the framework of these activities.</p><p><strong>Keywords: </strong>science parks, innovation systems, innovation, international, globalization, cooperation, collaboration, relations, relationship marketing, exchange, business networks.</p>

<p>The traditional airlines exist on a market that is distinguished by an increasing competition. They are often partly or completely owned by the government and are characterized by slow decision making. Because of their existing structure and old business culture the traditional airlines find it hard to use price as a means of competition. Consequently the traditional airlines need to create loyalty amongst their customers. The purpose of this essay was to analyze and evaluate SAS long-term marketing strategies through a comparative study of the companies’ management, employees and customers. To shed light on the problem a gap analysis has been performed on SAS Swedens management, emloyees and customers. The theoretical part of the study takes into account customer value, organization and loyalty.</p><p>The result shows that the gap between SAS management and customers was relatively small due to the management’s knowledge and insight in respect to customer expectations. On the other hand the gap between SAS management and employees was much larger. The internal communication within SAS is today insufficient which can lead to major problems. To create customer loyalty SAS has to concentrate on their internal problems and focus on their employees. In this way the employees will mediate customers expectations so that SAS profile and image will correspond with customers expectations. SAS needs to have a strong business concept and a vision that all employees should try to achieve, which they do not have today. The conclusion is that SAS will find it hard to survive on a long term basis with the conditions and structure they have today.</p><p>Suggestions for additional research would be to study other effects made by the incorporation of SAS as well as to study factors that are important for creating good internal communication within the SAS group.</p> / <p>De traditionella flygbolagen verkar på en marknad som kännetecknas av en ökad konkurrens. De är ofta delvis eller helt statligt ägda och präglas av tröga beslutsprocesser. På grund av sin befintliga struktur och gamla affärskultur har de svårt att konkurrera med priset som konkurrensmedel och måste därför fokusera på att skapa kundlojalitet.</p><p>Uppsatsens syfte var att analysera och utvärdera SAS långsiktiga marknadsföringsstrategier genom en jämförande studie av företagets ledning, anställda samt kunder. För att belysa problemet har en gapanalys genomförts på SAS Sveriges ledning, anställda och kunder. Studiens teoridel är baserad på teorier om mervärdeskapande, organisation och lojalitet.</p><p>Resultatet visar att gapet mellan SAS ledning och kunder var relativt litet då ledningen har kunskap och insikt om kundernas förväntningar på SAS tjänster. Gapet mellan SAS ledning och de anställda var däremot mycket större. Den interna kommunikationen inom SAS är idag bristande vilket är ett stort problem. För att SAS skall ha en möjlighet att skapa kundlojalitet måste de börja internt och fokusera på de anställda, så att de levererar vad kunderna förväntar sig. Detta i sin tur bidrar till att SAS profil och image överensstämmer. SAS måste ha en stark affärsidé och vision som alla anställda strävar efter, vilket de inte har idag. Studiens slutsats är att SAS har svårt att långsiktigt överleva med de förutsättningar och den struktur de har idag.</p><p>Som förslag på vidare forsknings gavs att studera ytterligare effekter av SAS bolagisering, samt att studera faktorer som är viktiga för att skapa en bra intern kommunikation inom hela SAS koncernen.</p>