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Kundlojalitet: En studie om hur man skapar lojala kunder inom mobiloperatörsbranschen
Södertörns högskola, Institutionen för ekonomi och företagande.
Södertörns högskola, Institutionen för ekonomi och företagande.
2012 (Svenska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

The cellular market is today suffering from great customer dissatisfaction. Simultaneously, the services offered by the different cellular providers are very homogenous, causing strict competition where various price strategies have been the main mean of battle. From a business perspective, implementing pricing strategies, to keep up with increased network investments, is a short term solution.

In a market characterized by lacking customer satisfaction and harsh competition, research has shown the importance of highlighting customer relations in marketing. This type of marketing, which one could refer to as relationship marketing, is considered an efficient, economic, and strategic method of showing the importance of customer loyalty. To get insight in the relationship between the customers and the cellular providers, as well as to show the importance of relationship marketing, this study has used qualitative interviews to find what develops strong customer loyalty.

The results showed that increased customer loyalty is achieved when an emotional bond is created. This bond will form through interaction between the customer and the provider. Important factors in the creation of this emotional bond are trust and commitment. Conclusively, through our research, we argue that customer dissatisfaction exists due to the lack of emotional bonds to the cellular provider, as well as due to lacking focus on customer relations within the company. Evidently, the need of relationship marketing within the cellular market is important.

Ort, förlag, år, upplaga, sidor
2012. , s. 59
Nyckelord [en]
Relationship Marketing, Customer Loyalty, Customer Satisfaction, Word of Mouth, Customer value, Overall Perceived Quality
Nyckelord [sv]
Relationsmarknadsföring, Kundlojalitet, Kundnöjdhet, Word of Mouth, Kundvärde, Total upplevd kvalitet
Nationell ämneskategori
Ekonomi och näringsliv
Identifikatorer
URN: urn:nbn:se:sh:diva-16891OAI: oai:DiVA.org:sh-16891DiVA, id: diva2:544917
Ämne / kurs
Företagsekonomi
Uppsök
samhälle/juridik
Handledare
Tillgänglig från: 2012-08-20 Skapad: 2012-08-16 Senast uppdaterad: 2012-08-20Bibliografiskt granskad

Open Access i DiVA

Kundlojalitet(1498 kB)490 nedladdningar
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Typ fulltextMimetyp application/pdf

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Institutionen för ekonomi och företagande
Ekonomi och näringsliv

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