Abstract Follow us and we’ll forever be yours – A qualitative research about how companies working with package tours can use social media in creating customer relationships Authors: Pernilla Bengtsson & Terese Karlsson Advisor: Kaisa Lund Examiner: Leif Rytting Course: Bachelor Thesis, Business Administration, 15 hp. Marketing, Linnaeus University of Kalmar, Autumn 2015. Purpose & Research Question: The purpose of this study is to create a deeper understanding about the significant of social media in the service sector, how service companies should create and strengthening their customer relationships through social media and how companies working with package tours can use social media in interacting with their customers. Answering these three purposes enable to trouble the research question, which has been: How can companies within the package tour sector create beneficial customer relationships through social media? Method This study is based on a qualitative method with a both inductive and deductive approach. Eight qualitative semi structured interviews have laid the foundation for the empirical data. The selection of the respondents is based on their experience and knowledge about the research subjects, which enable to answering the purpose of the study. Conclusions: During this research we found that companies working with package tours can use social media to create beneficial customer relationships. This by having availability, communication, inspiration, information, interaction and value creation in mind while building customer relationships. Keywords: Social media, Customer Relationship, Communication, Package tour sector, Service sector