Denna kandidatuppsats inom företagsekonomi berör ämnet varumärkeslojalitet och hur Generation Y, generationen född mellan år 1980-2000, förhåller sig till fenomenet. Studiens övergripande syfte är att undersöka huruvida Generation Y är lojal eller inte och vad anledningarna är till varför de blir lojala eller väljer att byta varumärke. Det finns ingen bestämd definition av begreppet varumärkeslojalitet, men man kännetecknar det bland annat som återkommande köp, benägenhet att rekommendera och en positiv attityd till varumärket. Tidigare forskning inom området påstår att Generation Y är en illojal generation som ständigt är på jakt efter det senaste på markanden och utan eftertanke byter varumärken. Vi upplever att forskningen som berör ämnet är begränsad och att de egentliga orsakerna till varför Generation Y beter sig som de gör i sitt konsumtions- och lojalitetsbeteende inte tydliggörs. Vår studie har syftet att fördjupa sig i frågan och ge en ökad förståelse för Generation Y och deras beteende.Studiens tre forskningsfrågor är: Är Generation Y en illojal generation? Vad krävs för att Generation Y ska vara lojal? Varför slutar Generation Y konsumera ett varumärke? För att möta studiens syfte har en kvalitativ undersökningsmetod valts och för att besvara studiens frågeställningar har kvalitativa intervjuer genomförts. 15 semistrukturerade intervjuer med personer i olika åldrar, födda mellan år 1980-2000 gjordes. Därmed kunde vi täcka kvoten för Generation Y. Till intervjupersonerna ställdes frågor angående konsumtion, lojalitet och byte för att få en övergripande bild av hur deras konsumtionsbeteende ser ut.Från intervjuerna och den teoretiska referensramen har vi sammanställt ett resultat som ger en övergripande bild av Generation Y och generationens förhållande till varumärkeslojalitet. Resultatet som framgår av studien visar att Generation Y är benägen till återkommande köp av varumärken, rekommendation och har en god attityd mot varumärken. Med detta kan slutsatsen dras att Generation Y är lojal. Dock finns en skiljelinje. Om lojalitet kräver exklusivitet, att man bara konsumerar från ett varumärke ur en bransch, är generationen generellt sett illojal. Om man istället utgår från att lojalitet kan vara multipel, att man regelbundet konsumerar ett antal varumärken ur en bransch, kan man dra slutsatsen att Generation Y är lojal. Ur studien framgår vad som påverkar varför en person ur Generation Y blir lojal. Det faktorer som främst leder till lojalitet hos Generation Y är bra service och god kvalitet. En kombination av de två faktorerna förstärker lojaliteten och ökar chansen för att den ska uppstå och bestå. Studien redovisar även de främsta orsakerna till varför Generation Y byter varumärke. Byte beror främst på olika typer av missnöjdhet. Byten utan upplevd missnöjdhet beror främst på ett stimuleringsbehov, viljan att testa något nytt och rekommendationer från betrodda personer i omgivningen. / This business bachelor thesis deals with the subject of brand loyalty and investigates how Generation Y (born 1980-2000) relates to this phenomenon. Conducted in Gothenburg, Sweden and published in Swedish the overall purpose of this study is to investigate whether Generation Y are loyal or not and identify the reasons for why one remains loyal or chooses to change to a different brand. There is no specific definition for the term brand loyalty, but it is commonly characterized as a tendency to recommend, to repurchase and having a positive attitude towards a brand. Previous research in this area states that Generation Y are disloyal and constantly on the lookout for the latest product on the market and that without reflection change brands. The research on the subject is limited and the root causes for this behavior within consumption and loyalty are not clearly explained. The aim of this study is to complete further research and provide a better understanding of Generation Y and their behavior with regards brand loyalty.The research questions of this study are: Are Generation Y disloyal? What is required for Generation Y to become loyal? What are the reasons for Generation Y demonstrating disloyalty towards brands? To this end a qualitative method was chosen along with the conduction of qualitative interviews. 15 semi-structured interviews were completed including people of different ages, born between 1980 and 2000. This allowed us to cover the full age spectrum of Generation Y. Questions asked to all respondents were focused towards consumption, loyalty and the switching of brands.From the interviews and the theoretical framework we have compiled a result which gives an overall picture of Generation Y and its relation to brand loyalty. The results of this study show that Generation Y are prone to repurchase, recommend brands and also show a good attitude towards brands. It can therefore be concluded that Generation Y are loyal. However, there is a dividing factor. If loyalty requires exclusivity, consuming one brand per industry, Generation Y are generally not loyal. If we instead assume that loyalty can be multiple, to regularly consume a number of brands within an industry, it can be concluded that Generation Y are loyal. This study documents the factors that influence whether a person from Generation Y is loyal. The main influencers that lead to loyalty among Generation Y are good service and good quality. A combination of these two reinforce loyalty and increase the chance for it to occur and persist. The study also summarizes the main reasons Generation Y switch brands. Switching is most often caused due to a form of dissatisfaction. Switching without perceived dissatisfaction is mainly influenced from a stimulation need, the willingness to try something new and alternative recommendations from a trusted advisor.

While the proliferation of literature on the subject of growing incivility in society demonstrates the increasing importance given to civility by corporate America, there has been little academic investigation of the concept. The limited number of academic studies on civility reveals immense negative consequences for uncivil behavior. One question for marketers of businesses is whether lack of civility among front-end personnel can negatively influence sales. This dissertation is an attempt to fill this research gap by exploring responses to uncivil behavior under the theoretical framework of attribution theory. Using the CDSII scale based on attribution theory, experimental research design was used with current civil and uncivil behavior by the store employees and past experiences (positive, negative, and no-experience) with the store as stimulus. The consumers' perception of civility, attributions and behavioral intentions were measured and used as dependent variables. The results of the experiment showed that when a customer discerns employee behavior to be uncivil, the customer's perception of the level of the ability of the employee to control his own behavior decreases. The results of the study enhance the knowledge of two important consumer behaviors, namely complaining and switching behaviors by empirically studying their antecedents in a particular market interaction context. The results imply that it is important to eliminate or minimize any experience that the customer may construe as negative at a store. If practitioners can work towards eliminating or decreasing certain attributions of consumers, they can reduce the switching behaviors and thus impact customer retention rates and future sales. Though this study contributes to marketing theory and provides vital insights to practitioners, this study is but a starting point for further examination of the role of civility in consumer behavior and decision making.

Magister Commercii - MCom / Shopping patterns of customers in South Africa since the outbreak of COVID-19 has shifted in more ways than one way. For instance, where and when consumers purchase household items. Because of COVID-19, many consumers continue to reassess their shopping preferences and behaviour. This research aims to determine the switching behaviour of consumers in Cape Town concerning the choices of retail outlets for groceries and household items. To date especially given the novelty of COVID-19 and the unprecedented lockdowns, the factors informing consumers' choices and the resultant behaviours remain largely unknown. The research opens the opportunity for further research into the phenomena that the pandemic has revealed. Also, the research adds to the body of knowledge of switching behaviour within the retail industry. The dissertation adopts the Theory of Planned Behaviour as a conceptual framework for the research. To more realistically test the effect of independent variables on the dependent variable (change in a retail outlet), the moderating effects of gender were also investigated. A survey design in which 158 respondents participated in the study was conducted. Quantitative data collection using a questionnaire was employed using Google Forms to comply with social distancing requirements and limit the possible transmission of COVID-19 between researcher and participants and among participants themselves if pen and paper questionnaires were used.

服務差異，意即服務供應者所提供的服務品質與顧客使用後所感受到的服務品質間的落差，可能出現在服務傳遞過程中的任何環節裡。由於顧客通常根據他們所感受到的服務品質與他們購買前的期望來評估一項服務的品質，因此服務差異可能將引起顧客的不滿意感受，並促使顧客對服務供應者採取某些表達其不滿感受的行動。若大部分不滿意的顧客最後都採取轉換服務供應者的行動，原本的服務供應者的市佔率與未來的獲利勢必都將面臨威脅，因此服務供應廠商應了解於其所提供的服務類型中可能存在哪些類型的服務差異。 　　然服務差異不僅存在於現實生活中的服務，亦存在於透過網際網路傳遞的e-service中。由於網際網路的普及與通訊科技的進步，越來越多的服務提供者與產品提供者將其市場拓展的網路平台上。然e-service與現實生活中的服務仍有些不同，例如：實體服務是透過人來傳遞，而e-service則是透過網路平台提供服務給顧客，因此顧客必須自己完成所需的服務。也由於e-service與實體服務存在這些不同的特性，因此存在於e-service中的服務差異可能也與發生於實體服務中的有些不同。 　　本研究期望能了解不同類型的e-service的顧客可能經歷哪些類型的服務差異，並期望找出影響這些曾有過不滿意經驗的顧客留下來繼續使用的因素可能有哪些？透過文獻探討與案例蒐集，本研究整理出顧客最常經歷的服務差異類型與主要影響不滿意的顧客繼續使用服務的因素，並發現其實僅有少數經歷服務差異的顧客最後選擇離開原本的服務提供者。爾後，本研究進一步使用問卷調查了解這些服務差異與影響因素是否與發生於實體服務中的有所不同，並了解不同類型的e-service於服務差異與影響因素是否存在差異。 　　研究結果發現：部分發生於e-service的服務差異並未存在實體服務中，且影響不滿意的顧客仍繼續使用此e-service的因素也與影響實體服務顧客的因素有些許不同。此外，我們亦發現，不同類型的e-service於服務差異和影響因素上也會有所不同。期望本研究發現能協助e-service服務提供者能更加了解其顧客的行為。 / Service deviation, which refers to the existing gap between service delivered by a service provider and that perceived by the customer, can occur anywhere in the process of service delivery. Because customers typically evaluate service quality in relation to service they have previously received and pre-purchase expectations, service deviation may lead to customer dissatisfaction expressed through specific behavior. For instance, some customers might complain to service providers, others may spread negative opinions of the service through word of mouth, and still other customers may respond by searching for alternative service providers. If dissatisfied customers follow through and switch providers, the service provider being abandoned can expect their market share to decrease and further influence their profits. Thus, firms can benefit from understanding the possible and probable service deviations related to the services they provide. Service deviation not only exists in general services but also in Internet service environments. Given that the Web and related communication technologies are continually enhanced, firms are expanding their markets to include e-services. The characteristics of e-services lead to specific types of service deviation in response to customer dissatisfaction. However, not all dissatisfied customers who intend to switch actually follow through. For example, both Google and Facebook receive many complaints, but they are still the largest and second-largest sites in the world. Why do dissatisfied customers stay with a provider despite perceiving the potential for service deviation? This study tries to explore the types of service deviation that Internet customers experience in relation to various e-platforms, and examine why dissatisfied customers choose to stay with e-service providers despite having contemplated deviation. Using literature review and a case analysis, the researcher determined the most frequent deviation types and factors that usually influence customers’ switching behavior, and found that only a minority of service deviations result in a customer switching to another e-platform. By using questionnaire the study further assess whether these service deviations and factors are different from those happen in general service. It is found that various types of e-service have different types of service deviation and factors. Some of the service deviations happen on e-platforms do not occur in general services, while factors that keep customers stay with dis-satisfied e-services are also different. It is hoped that the findings can help e-service providers to better understand the characteristics of e-service customer behavior.

Due to the increased number of niched retail banks in Sweden, the competition for the customers has become severe. Bank customers in the Swedish bank market tend to stay with their bank. The challenge of how to manage to attract new customers is a central part of the retail banks’ management tasks. The research area on which we have been focusing on is the area of consumer behavior. We have been focusing on student switching behavior of financial services provided by retail banks in general and ICA banken in particular. To strengthen the practical connection, we choose to focus on the case of ICA banken. Our objective was to investigate which predictors that affect switching intention and investigate how these predictors affect students’ switching behavior, which in the extension will contribute to how retail banks can work towards manage these rising issues. We formulated the following research question: How do the predictors of switching intention affect switching behavior in the retail banking context? Our purpose was to investigate the predictors of switching intention and their effects on switching behavior in the retail banking context. The study was performed with a quantitative method and a deductive approach. By using a convenience sampling technique, we collected the data electronically. The population examined was the student segment at Umeå University. Our questionnaire was constructed with the theoretical chapter as framework, and the discussion, conclusion and practical implications are based on our empirical findings. Our study was geographically limited to Umeå University. The ability to generalize our findings was also limited, due to our chosen sampling technique. We reached a conclusion that the greatest predictor of switching intention was attitude towards switching. Additionally, the greatest predictors of switching behavior was a combination of attitude towards switching and customer satisfaction. Our practical implications consisted of the recommendation for retail banks to focus on developing marketing strategies that would bank customers more positive towards the act of switching bank in order to attract new customers. Our findings showed that bank customers in general were neither negative nor positive towards the act of switching bank. For ICA banken we gave three proposals; to attract new customers, to transform customers that only partly use the bank to customers that use ICA banken for the majority of their financial transactions and to maintain current customers. These actions are made by managing customer satisfaction, brand image, the relational investment between ICA banken and customers, and subjective norms since these should affect the attitude towards switching bank.

<p>This study focuses on cell phone usage. By comparing how a group of students use their cell phones in Sweden with that in China, alterant cell phone usage behaviors will be concluded. The study includes a case study. In order to do the research, the author selects a specific group and holds interviews. Three theories are used in this thesis which are: 1) mobile context, 2) switching behavior of mobile users and 3) transaction utility and reference situation. After introducing these three theories, the author concludes six theoretical factors which are combined into one competent framework. Base on the new framework, the author analyzes the result from the case study. After presenting the interview and the results, the author finds that Chinese students use their cell phones less frequent in Sweden compared to that in China. In order to find out the reasons, the author creates goal, emotion, fee, location and habit as the five matching factors which result in those changes. The matching factors are the bridge between the theories and the case study. After generalizing how those factors affect people while using cell phones, future work is to raise up some thoughts of how cell phones will be like in the future which is relevant to how to adapt information technology to human lives.</p>

No description available.

Kyoto University (京都大学) / 0048 / 新制・課程博士 / 博士(工学) / 甲第15668号 / 工博第3326号 / 新制||工||1502(附属図書館) / 28205 / 京都大学大学院工学研究科電気工学専攻 / (主査)教授 引原 隆士, 教授 木本 恒暢, 教授 和田 修己 / 学位規則第4条第1項該当

Digitalization has forced retailers to reevaluate their business models and channel strategies. Traditional brick-and-mortar retailers are no longer the standard and most of today’s retailers offer customers multiple sales channels to purchase from. The present study focusses on the grocery retail industry, which is rapidly shifting towards a more online purchasing setting. There is a need for further research regarding customer experience and customer loyalty, in an online grocery setting, with the aim to identifyimportant online attributes. Previous studies on online grocery and purchasing behavior have neglected to consider customers’ shift from the physical to the online store. Therefore, this study contributes to explain how factors of Brand Equity, Online Customer Experience (OCE) and E-loyalty affect customers’ willingness to stay with same grocery retailer while moving from offline to online. The study used a quantitative research approach by distributing a questionnaire on social media, resulting in 128 useful responds. The result demonstrated a positive relationship between the three concepts and customers’ willingness to choose the same online grocery retailer as offline. Brand was a significant factor in both offline and online. An online grocery retailer’s Website, Products, Interaction and Convenience wereshown to be important online attributes. Feeling secure with providing personal information and using acredit card online, was important. Lastly, maintaining a relationship with their online grocery retailer andfeeling emotionally satisfied after their online purchase was essential. Future research couldcomplement with other concepts that further explain grocery customers’ shift from the physical store to online.

This study focuses on cell phone usage. By comparing how a group of students use their cell phones in Sweden with that in China, alterant cell phone usage behaviors will be concluded. The study includes a case study. In order to do the research, the author selects a specific group and holds interviews. Three theories are used in this thesis which are: 1) mobile context, 2) switching behavior of mobile users and 3) transaction utility and reference situation. After introducing these three theories, the author concludes six theoretical factors which are combined into one competent framework. Base on the new framework, the author analyzes the result from the case study. After presenting the interview and the results, the author finds that Chinese students use their cell phones less frequent in Sweden compared to that in China. In order to find out the reasons, the author creates goal, emotion, fee, location and habit as the five matching factors which result in those changes. The matching factors are the bridge between the theories and the case study. After generalizing how those factors affect people while using cell phones, future work is to raise up some thoughts of how cell phones will be like in the future which is relevant to how to adapt information technology to human lives.