Background: E-commerce has created opportunities for companies and customers to operate online and enabled usage of online communication strategies to gain loyal customers. Small and medium e-commerce businesses have the possibility to expose wider range of products and reach customers globally despite limited resources. However, e-commerce has also brought challenges to companies, due to a new online approach, a changed customer behavior and a global competition. Previous research emphasize that the lack of physical contact with customers creates obstacles for e- commerce businesses, which might lead to perceived risks. Prior research on e- commerce businesses focuses on larger firms and no extensive research is made to understand how Swedish small and medium e-commerce businesses can optimize international communication strategies to create online trust and customer loyalty. Purpose: The purpose of this study is to examine how Swedish small and medium businesses within the e-commerce sector manage global communication with customers despite lack of physical presence. By exploring how this distance might affect online trust and customer loyalty, the study will provide a deeper knowledge of how customer communication can improve customer relationships in an online context. Research Question: How can Swedish small and medium e-commerce businesses use customer communication strategies to generate online trust and gain loyal customers on a global market? Methodology: Abductive research approach, Qualitative research method, Exploratory research design, Semi-structured interviews. Conclusion: In order for companies to reduce customers ́ perceived risks, connected to online purchase, and to understand customer ́s behavior, despite lack of physical presence, we have gained knowledge of that small and medium e-commerce businesses should utilize interactive and customized communication strategies. These online communication strategies will create a mutual value and contribute to an increased online trust, which results in loyal customers.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-65872 |
| Date | January 2017 |
| Creators | Kuusela, Elin, Söderström, Matilda |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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