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Vi vill se dig igen...: En studie om serviceinnehållets betydelse för relationer inom optikbranschen
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syftet med studien är att undersöka vad serviceinnehållet i en verksamhet inom detaljhandel betyder för möjligheterna att skapa lojala relationer i takt med digitaliseringens utveckling. En fallstudie på optikerbranschen bildar utgångspunkt för en överföring till detaljhandeln.

Studien baseras på en kvalitativ forskningsmetod och ansatsen grundas utifrån deduktiv karaktär med induktiva inslag. Det empiriska materialet är insamlat genom nio semistrukturerade intervjuer av representanter inom optikbranschen i Sverige.

Resultatet av studien tyder på att serviceinnehållet med dess extratjänster kan resultera i att företag utvecklar långsiktiga relationer och erhåller lojala kunder. Vidare har det framkommit att aktiviteterna i serviceinnehållet är värdeskapande, men dess betydelse varierar mellan olika företag och branscher. Slutligen har vi kommit fram till att extratjänster kan verka som konkurrensfördel och samtidigt visa att kunden är i företagets fokus.  

Abstract [en]

The purpose of this study is to investigate what the service content of a retail business means for the opportunities to create loyal relationships in line with the evolution of digitization. A case study in the optics industry is the starting point for a transfer to the retail trade.

The study is based on a qualitative research method and the approach is based on deductive character with inductive elements. The empirical material has been collected through nine semi-structured interviews of representatives in the optics industry in Sweden.

The result of the study indicates that the service content with its additional services can result in companies developing long-term relationships and receiving loyal customers. Furthermore, it has emerged that the activities in the service content are value-creating, but its importance varies between different companies and industries. Finally, our conclusion is that extra services can serve as a competitive advantage and show that the customer is in the company's focus.

Place, publisher, year, edition, pages
2019. , p. 62
Keywords [en]
Relations, loyalty, value, digital change, competence, service quality, service content.
Keywords [sv]
Relationer, lojalitet, värde, digitalisering, kompetens, servicekvalitet, serviceinnehåll
National Category
Economics
Identifiers
URN: urn:nbn:se:lnu:diva-87039OAI: oai:DiVA.org:lnu-87039DiVA, id: diva2:1339713
Subject / course
Business Administration - Marketing
Educational program
Retail and Service Management Programme, 180 credits
Supervisors
Examiners
Available from: 2019-09-11 Created: 2019-07-30 Last updated: 2019-09-11Bibliographically approved

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4546474849505148 of 154
CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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  • text
  • asciidoc
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