Syfte: Syftet med denna uppsats är att utveckla ett underlag till en marknadsplan för klädbutiken Fico Store som ska ligga till grund för ett försök att öka konsumtionsnivån hos de befintliga kunderna, som infattas av både stamkunder och sällankunder.Metod: Vi har valt att använda oss av både en kvalitativ metod i form av en intervju samt en kvantitativ metod i form av en enkät. De har tillsammans redovisats i empirikapitlet i form av text och diagram efter att materialet kodats och bearbetats. Analyser har gjorts löpande i empirikapitlet och i strategikapitlet där empiri har ställts emot teori.Resultat & slutsats: Tydlig positionering och arbete med kundrelationer är av största vikt för en mindre fristående butik. Vår studie visar också att det är svårt att rikta sig mot en viss kundgrupp då samma kläder kan falla många i smaken oavsett ålder. Val av sortiment påverkar i hög grad hur butikens positionering uppfattas.

The Swedish retail business has been characterized by a small number of ruling distributors. These distributors have been affected negatively by the internationalization which has made it possible for international distributors to establish their stores in the Swedish market. These international distributors are focused on low price stores. Their establishment on the Swedish market has led to a decrease in market shares for the Swedish distributors, which has damaged their profitability. Another change that has affected the Swedish distributors is that the behavior and needs of the customers has changed.

The purpose behind this study is to explore and explain the role of fear arousal when combined with the concept of customer satisfaction and retention in one marketing strategy. The major theories applied are the concept of fear appeals and the concept of customer satisfaction & customer retention. We chose to conduct our research through an ethnographic case study of KM. We did a qualitative study where we collected 10 interviews and we conducted observations. Our empirical data consists of academic articles from scientific journals, interviews andobservations.

The purpose of this thesis is to explore the co-creation process and how value is created based on a service orientation using a network perspective. The thesis is studied from a social-constructionist philosophy, using a qualitative approach of data collection and the theoretical framework includes network theories, theories of service-orientation and co-creation. We have conducted semi-structured interviews with a small firm and its network, which consists of a customer, a supplier and a partner. We found that Håkansson?s ARA framework combined with Ballantyne and Varey?s triangulation of value-creating activities help to acquire an understanding of the actors? bonds, the resources? ties and the activity links that exist in a network.

The furniture retail industry in Sweden has gone trough large changes during the last decades. Today the industry is tough and in the maturity stage where few new companies enter, especially if they do not have a unique offer. The furniture companies have become larger and fewer, the changes have lead to difficulties for smaller and medium sized companies to grow and be profitable.Our purpose is to analyse, evaluate and compare three smaller companies in Stockholm with the intention to find what kind of marketing strategies they are using to survive on the Swedish market. First we interviewed the three companies to see what they do to survive on the market, then we asked 100 persons to fill in a questionnaire to see if they had the same opinion as the companies described.With help from theories we prepared questions which laid the foundation to the empirical part of the essay.The result from this study shows that the three companies differ from each other when it comes to using relationship marketing and placing the customer in the centre. All of them are aware of the importance of doing so, but because of different limits and possibilities they can not fully adjust everything to the customer.

Society has seen a tremendous increase in threats, violence and especially unprovoked violence perpetrated by youths. Violence and more seriously unprovoked violence has become a major problem for many service corporations as it gives them bad image and reputation. Corporate Social Responsibility CSR encourages many companies to engage in social activities as they realize that the company is part of the society and the environment. What affects society may sooner or later affect the corporate. For any business to prosper and create a long-term relationship with its customers, it needs a safe environment both for the customers and staff.Feedback from customers and staff is survival and these two (customer and staff) are the most vital assets any firm could have.

The aim of this thesis is to examine the customer profitability in a wholesale company. A case study of Eugen Wiberger AB has been conducted. Firstly the authors have examined the current perception of the company regarding their customer profitability and the results of their calculation of the customer profitability. Secondly an Activity-Based Costing analysis has been performed and has been compared to the perception in the case company. The conclusions are that the smaller customers are the least profitable, and in some cases unprofitable, whereas the larger customers are profitable.

Vi har gjort en kvalitativ undersökning av hur en bank på den svenska marknadenupprätthåller kundrelationer via en Internetbaserad distributionskanal. Vi har utfört en intervjumed Danske Banks Head of Channels Daniel Wahlström för att insamla primärdata för attundersöka och analysera vilka faktorer som är essentiella för att upprätthålla kundrelationervid en fysisk distansering från kund.Analys av primärdata har skett utifrån utvalda relevanta teorier och perspektiv som behandlarkundrelationer, tjänstekvalitet, kundlojalitet, kundupplevt värde, e-lojalitet samt CustomerRelationship Management.Resultatet av studien visar att banken har ett väl fungerande arbete med kundrelationer ochsitt CRM-system utifrån de teorier som studien har baserat sig på. Alltjämt försöker bankenanpassa sig efter distanseringen från det fysiska bankkontoret till en Internetbaserad kanal därtjänsten också har utvecklats jämsmed kund. Dock kvarstår en del emotionella utmaningar iarbetet med en personlig relation med kund i denna kanal..

Although Lean has received an increased amount of attention in the service context, research still has not established how successfully Lean manages to increase service productivity; since service productivity consists of both efficiency and quality. Research regarding productivity discusses the risk of a tradeoff between efficiency and quality in service production processes. Therefore, this thesis aims to explore if the tradeoff in a production setting with low variability in demand and low customer participation exists, after Lean has been implemented. With a qualitative approach, a case study has been conducted at Scandinavian Airlines Ground Handling to evaluate the effects of Lean in the baggage handling process. The result of the study shows that the tradeoff has not been overcome; efficiency has increased at the expense of quality.

The aim of this thesis is to get an idea of how service companies set their prices. The method used was a case study approach, which was conducted at three real estate companies. The study showed that when setting their prices, the main aspect is their own costs. However, we have found that several other aspects play a big role when setting prices on services in real estate business such as individual customer behaviour and market competition. We have also found that the real estate companies charge very similar prices.

The purpose of this study is to examine and explain why three Swedish public libraries failedin their ambition to act as information services for small and medium-sized firms (SMF). To support this purpose two major assumptions are made:1) Public libraries who plan to run this kind of "business" must act with the same means as "professional" services.2) The service must be adjusted to the information needs of the customer.Based on these assumptions sixteen factors which are crucial to the "success" for this kind of service are presented.Applied to the information services of Lidkoping, Sölvesborg and Västervik, these factors reveal a number of shortcomings and mistakes made by the libraries.To understand this result these information services are seen as parts of a traditional Swedish public "library-thought". It is shown that, fundamental ideas in the way the public libraries are defined, like the responsibility to act in a neutral and democratic way, also characterised the three information services.These ideas together with the opinion of SMF as a "rational" information-consumer resulted in information services who did not meet the information-needs and information-behaviour of SMF..

It has become more and more common that companies in the service sector are beginning to understand their own effect on the environment and thus the need to contribute to a sustainable development through acting in a deliberate way. Serious environmental work can help a company to improve their image and in that way win competitive advantage that leads to improved profitability. In a short time perspective, adjustment to the environment is an opportunity to gain competitive advantage and an opportunity to develop a profile. In a long time perspective it is about survival. The environmental work has become a sequel to the work with quality.

The study aims to understand the underlying factor why McDonald's customers return despiteprevious failure customer experiences. Why do customers come back to the company thatcontributes to the former dissatisfaction? McDonald's attempt to maintain unceasingpurposeful emergence fail at the local level, where the customer contact occurs. McDonald'sofferings and customers' bounded rationality results in that customers are satisfied with an"ok" experience, which adds to their low expectations of McDonalds. This makes clear thatMcDonald's does not have to make an effort through constant adaptation at the local level toachieve a "great" level of satisfaction.

Quality Assurance in Service Procurement --- Total Quality and Total Quality Management refer to popular management philosophies in organizations these days. The purchasing department has an important part in the strive for organizational quality as several studies show corporate spend is significant and increasing. In this master thesis I study the actions companies take to ensure quality in service procurement. I argue that managing quality when sourcing services is particularly tricky, because of the special characteristics that belong to services. The purpose of the study is to examine whether different actions are taken to ensure the quality of different kinds of services.

Purpose: The purpose of this paper is to create an understanding of how customer engagement, communication / interaction and customer insight are driving forces behind the use of Social CRM from a leadership perspective.Method: The purpose of the study, we believed it was appropriate to use a qualitative approach to conduct the study. The empirical data were collected through semi-structured interviews. The sample consisted of 10 companies located in the Gävle area who are active on social media. The interviews were coded to obtain keywords and patterns. These patterns and keywords are then analyzed to arrive at the study's results.Results and contributions: Our results suggest that all the identified benefits, customer engagement, customer insight and communication are driving forces to make use of social CRM.