Research ProblemToday, the great focus is on the organization’s place on different digital platforms as well as in the more traditional print world. A lot of research has been done on the factors that are included into an organization’s success; product quality, pricing, visitor satisfaction and availability, to name a few. However, a direct correlation has been identified between a company’s relationships and its success. Social media provides new opportunities for organizations to create and maintain relationships with individuals. However, previous research does not appear to have its focus on the relationship-building work made by destination organizations based on the growth of digitization. Purpose and research question The purpose of the paper is to investigate the Norwegian company Flåm AS communicative relation-building, before and after they were digitized, as well as looking at how their relationship strategy has changed since the digitization process. What does Flåm AS relationship-building work look like? • What has the digitization process looked like? • What characterized the relationship-building work before the digitization process? • What does the relationship-building work look like after the digitization process? MethodUsing a qualitative approach, this thesis has conducted three semi-structured telephone interviews. The respondents are all employed by Flåm AS. In addition to these, a qualitative analysis has been carried out, using documents belonging to the organization. Results There are significant differences to be observed in the relationship-building work done by Flåm AS before and after the organization was digitized. The differences are not only to be found in their distribution strategies but also in the type of recipient the organization has. With the changes in the behavior of visitors and their approach to travel, the organization has adapted its strategies in communicative relationship-building work. Research grants This paper offers an insight into how an organization has adapted its strategies to meet the perceptions and expectations of potential visitors. Furthermore, it highlights the importance of different types of relationship-building work done by an organization.

Kundrelationer har blivit allt viktigare i alla branscher på grund av teknologisk utveckling och ökad konkurrens. Företags fokus har till följd av detta förflyttats från produkter till kunderna. Avsikten med denna studie har varit att ta reda på vilka incitament som finns för att arbeta med kundrelationer och hur det arbetet ser ut, med hänsyn till de meningsskiljaktigheter som förekommer i tidigare forskning avseende betydelsen av kundrelationer. Detta har studerats på relationen mellan hyresvärdar som tillhandahåller studentbostäder och deras hyresgäster, vilket är en relation som karaktäriseras av kortvarighet på grund av boendets tillfälliga karaktär. Den begränsade mängd forskning som behandlar kortsiktiga kundrelationer och den långsiktighet som ofta lyfts fram i befintlig forskning, medför att det finns ett särskilt intresse av att öka kunskapen om denna relation. Syftet med denna studie har varit att ta reda på vilka incitament företag har för att arbeta med kortsiktiga kundrelationer samt beskriva hur det relationsbyggande arbetet ser ut. Denna kvalitativa studie behandlar hyresvärdens perspektiv, sex hyresvärdar med studentbostäder har intervjuats. Det kan konstateras att dessa hyresvärdar arbetar med relationsbyggande aktiviteter mot sina studenthyresgäster, trots studentbostadens tillfälliga karaktär och den kortvarighet som relationen karaktäriseras av. Incitamenten för att arbeta med kundrelationer, vilka identifierades i denna studie, är rykte, konkurrenskraft, nöjda kunder, förtroende och varaktighet. Studiens resultat visar även att hyresvärdarna arbetar med relationer genom att uppfylla hyresgästernas behov, vilket görs genom god kommunikation samt olika aktiviteter och åtgärder. Organisationens utformning var ytterligare en aspekt som spelade roll för det relationsbyggande arbetet, främst då utformningen möjliggör kommunikation med hyresgästerna. / Customer relations have become more important in all industries due to technological development and increased competition. As a result, company focus has shifted from products to customers. This study intended to find out which incentives exist for working with customer relations and how they implement their work, taking into account the differences that exist in previous research regarding the importance of customer relations. This has been studied on the relationship between landlords who provide student housing and their tenants, which is a relation characterized by short duration due to the temporary nature of the accommodation. The limited amount of research that discuss short-term customer relations and the long-term perspective that is often highlighted in existing research, results in a particular interest in increasing knowledge about this relationship. The purpose of this study has therefore been to find which incentives companies have to work with short-term customer relations and describe how they implement this work. This qualitative study concentrates on the landlord’s perspective, six landlords with student housing has been interviewed. It can be stated that these landlords work with relationship-building activities towards their student tenants, despite the short duration and temporary nature of the accommodation. The incentives for working with customer relations, which were identified in this study, are the company’s reputation, competitiveness, satisfied customers, trust and durability. The study also shows that landlords work with relations by meeting the tenants needs, which is done through good communication, activities and arrangements. Also, the design of the organization mattered for the relationship-building work, mostly because the design enables communication with the tenants.

Följande studie syftar till att undersöka behandlingspersonalens perspektiv om hur arbetet på särskilda ungdomshem (SIS-hem) för flickor ser ut i praktiken samt öka kunskapen om hur det relationsskapande arbetet fungerar inom tvångsvård. Mer specifikt kommer relationen mellan behandlingspersonalen och flickorna på SIS-hem att undersökas utifrån behandlingspersonalens perspektiv. Studien har genomförts genom semistrukturerade intervjuer med behandlingspersonal, som är eller har varit anställda under det senaste året på något av de SIS-hem i Sverige som tar emot flickor. Resultaten från intervjuerna har analyserats med hjälp av begreppet makt, Michel Foucaults teori om maktens olika former och Arlie Russell Hochschilds emotionssociologi. Studiens slutsatser belyser att fenomenet makt ständigt förekommer i relationen mellan personalen och flickorna, samtidigt som makten dessutom kommer till uttryck i alla dess olika former likväl i relationen som i det dagliga arbetet. Relationerna utgörs av kommersialiserade relationer där personalens relationsskapande arbete präglas av ett emotionellt lönearbete, där de anpassar både sina känslor och emotioner utifrån vad som anses acceptabelt utifrån de organisatoriska målen. Anledningen till att studien har genomförts är för att belysa personalens perspektiv samt bidra med andra aspekter av tvångsvård. / The following study aims to examine the treatment staff's perspective on how the work at special youth homes (SIS-homes) for girls looks like in practice and to increase knowledge of how the relationship-building work functions within compulsory care. More specifically, the relationship between the treatment staff and the girls in SIS-homes will be examined from the perspective of the treatment staff. The study was conducted through semi-structured interviews with treatment staff, who are or have been employed during the past year at one of the SIS-homes in Sweden for girls. The results from the interviews have been analyzed using the concept of authority, Michel Foucault's theory of the different forms of power and Arlie Russell Hochschild's sociology of emotions. The study's conclusions highlight that the phenomenon of authority constantly occurs in the relationship between the staff and the girls, while power is also expressed in all its different forms, both in the relationship and in the daily work. The relationships consist of commercialized relationships where the staff's relationship-building work is characterized by emotional wage work, where they adjust both their feelings and emotions based on what is considered acceptable in accordance with the organizational goals. The reason why the study has been conducted is to shed light on the staff's perspective and to contribute with other aspects of compulsory care.