This master’s thesis investigates the Swedish American Chamber of Commerce (SACC) in Chicago, a non-profit organization, in order to aid it with customer defection. The chosen literature contributes to a better understanding of customer behavior, and thus, customer defection, by examining customer retention, customer defection, switching behaviors, and different gaps that can occur in the relationship between a service supplier and its customers. Through a systematic combining approach and empirical findings gained through semi-structured interviews with both executives and defected customers, this study reveals that the main reason for customer defection is a perceived lack of value in their membership to the SACC, along with the sentiment that their business-oriented expectations are not being met. As for the SACC, the Board members have a varied range of views as to the value of defected customers, though overall, acquisition is prioritized over customer defection strategies.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-179776 |
| Date | January 2012 |
| Creators | Svraka, Amela, Wolnik, Karolina |
| Publisher | Uppsala universitet, Företagsekonomiska institutionen, Uppsala universitet, Företagsekonomiska institutionen |
| 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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