Relationer finns runtomkring oss, såväl privata som offentliga. Även inom marknadsföringen utgörs grunden av relationer och under 90-talet spred sig relationsmarknadsföringen snabbt som begrepp. Relationsmarknadsföringens främsta syfte anses av somliga varar att skapa lojalitet bland befintliga kunder och ett sätt att skapa lojalitet mellan ett företag och dess kund är genom en kundklubb. En kundklubb kan bli en lönsam investering vilket kan vara en av anledningarna till att kundklubbar blivit en aktivitet som många företag använder sig av. Dessutom är en kundklubb ett bra sätt för ett företag och företagets kunder att kommunicera med varandra samt engagera klubbmedlemmarna.

The purpose of this thesis is to give an understanding of how grocery stores relate to local foods. Through a case study representatives for two groceries in Norrbotten have been interviewed regarding why they supply local foods, how they try to influence customers to buy this, and how they decide upon the assortment of local foods. The result shows that groceries supply local foods in order to supply a wide range of products and to mediate social responsibility, in order to create customer loyalty. Concerning how the groceries try to influence customers to buy local foods the result cannot give any clear-cut view. Instead it shows that a grocery that actively works to influence customers to buy local foods markets them in specific ways, while the opposite applies to a grocery that does not actively work for this.

A segmented market, according to traditional methods, appears increasingly difficult in mature consumer markets. A common explanation is that the mature markets are often characterised by over-supply which results in a great variety of choices for the consumer. Furthermore, the consumer of today has a more complex and flexible purchase behaviour which is difficult to catch. This makes consumer segmentation difficult. International studies indicate that dividing consumers into generation cohorts might be advantageous in understanding consumers of today.

The study examines what affects loyal football supporter?s intentions to an array of behaviors that can generate revenues to the football clubs. Specifically the study shows that attitude towards the club affects the supporter?s intentions towards consuming products and services that in some way are related to the favorite club stronger than the satisfaction with the club. Furthermore, the study also shows that there are different kinds of attitudes that drive the intentions and that the strength of these drivers varies.

This paper investigates strategic opportunities for film festivals in a digital film business, with emphasis on Göteborg international film festival and the Swedish film industry. Using a theoretical framework of strategy analysis, the film value chain is examined with special regards to disruptive technology, and the film festival's unique resources are linked to industry structure. It is shown that relationships between actors and across sectors are crucial features of the film industry, and hence a network perspective is added to the theoretical framework. Barriers to entry are shown to be relatively low in all sectors except the cinema market, and it is proposed that film festival's could expand into digital distribution, taking advantage of brand strength, customer loyalty and knowledge of industry. The study adds to the mounting research on film festival practice and its significance for marketing and distribution in the film industry, and highlights the emergence of strategic openings in destabilized networks..

Companies and organizations recognize the importance of collaboration to develop responsibility and ability of change in the workplace. The concept of collaboration was a relatively new idea in business in the late 1980s. In a Nordic context, collaboration is a traditional approach that companies use successfully for competition, survival and development. Collaborative organizational efforts cover management of committed people who can help companies achieve flexibility, customer loyalty, innovation and economic success on a challenging and competitive market. Many theorists believe that collaboration is the key to integrating technology, financial competence and innovation.

Förett företags konkurrenskraft och överlevnad är det idag av stor vikt att ha enfungerande rekrytering och kompetensförsörjning som matchar företagets behovmed individens. Syftet med denna kvalitativa studie var att undersökaupplevelser av arbetsrelaterad motivation och lojalitet vad det gällerdeltagande i ett Traineeprogram. Två fokusgruppintervjuer med fem deltagarefrån år 2011 och fem deltagare från 2012 ligger till grund för studien. Dataanalyserades med kvalitativ tematisk dataanalys och huvudresultatet visademycket positiva upplevelser av motivation och lojalitet. Resultatet visade attdeltagarna upplevde att de fått en god inblick i hela organisationen och därmedutvecklat bättre förståelse, engagemang och tillit.

The purpose of this thesis is to map out and investigate how the banking sector affects a customer?s willingness to change bank, and what the switching costs are for a customer when making these changes. A case study was performed through qualitative and quantitative questionnaires and interviews. The qualitative part was carried out to create hypotheses. The hypotheses was tested in a quantitative survey to be able to either accepted or rejected these them.

Moldova is one of Europe?s poorest countries with a struggling business environment and an unpredictable political situation. The purpose of this thesis is to understand the implications of corruptions and why networks have come to play a key role in the Moldovan culture and if the formations of network are due to heritage or an effect of functionalism. The focus of the study is also to explain how the networks develop and the formation and maintenance of loyalty and trust among the members of the network. The study is of a qualitative nature that uses a key informant sampling method to get access to members of different business networks.

AbstractThe purpose of this study is to clarify and analyze the servicescapes impact on brand image and customer loyalty among general dealers. The research question that we have used in the study is what characterizes the connection between the servicescape and the possibility to maintain and strengthen the customer relation among general dealers. The study is based on a qualitative approach and we have conducted eight interviews with experts and special advisers within the field. We have chosen to focus our study on the fact the market for general dealers have changed and the demands from the customers are severed throughout the years. The servicescape consists of the physical surroundings where the service is produced, examples of factors that influence the servicescape is the employees and the customers.

The purpose with this essay is to study how companies use the repositioning process and identify the risks involved from a business perspective. We have chosen to base our essay on the following research questions:What reasons are there for a company to initiate a repositioning?, What does it mean for companies to implement a repositioning?, What are the risks with a repositioning?We have used a qualitative research method and have chosen to interview six respondents which in various ways are actively working with brand repositioning. Our study has been implemented with and deductive character.The most important conclusion that we observed after implementing our study is that repositioning is a high-risk project. Instead of changing their entire brand image, companies should instead make small changes and revitalize the brand by developing the strength that already exist.

Purpose: The purpose of this essay is to study how the hotel chain Radisson SAS works with prolonged customer relations with their business clients, with other words the clients that have business agreements with them.Methods: This study will contain an inductive approach and qualitative methods. The qualitative research method is in the shape of a deep interview with the sales manager of Radisson SAS and qualitative interviews of chosen business clients to the hotel.Results: The results of this investigation show that business clients are controlled by what kind of agreements their company has.The companies sign agreements with hotels and hotel chains that are able to satisfy big parts of their needs, if not all of them.With the help of flexible solutions, a well known brand, and good relations, Radisson SAS has made sure that their business clients have prolonged their agreements.They are a global hotel chain near transports, and business clients feel secure with Radisson SAS..

Bakgrund: Internet har skapat nya och billigare sa?tt fo?r konsumenter att genomfo?ra ko?p samt att so?ka efter information. Konsumenter a?r da?rfo?r sva?rare att beha?lla i det nya affa?rsklimatet. E-lojalitet beskrivs som den viktigaste faktorn fo?r e-handlare da? det skapar lo?nsamhet och ho?g avsikt fo?r upprepat ko?p.

AbstractA general store is a grocery store that is located in the countryside. In today's modern society, it is difficult for general stores to compete with the supermarkets and discounters in terms of price and supply. The purpose of this thesis is to create an understanding of both the rural merchants and its customers? perspective on a well-­?functioning general store. We have conducted a case study of three general stores where we interviewed the merchants about how they do to please their customers? needs and identify key elements of a well-­?functioning general store.

The characteristic of services as an effort carried out in a "moment of truth" implies a risk for failures. This study sheds new light on how alternative offerings that customers are initially exposed to can affect satisfaction and loyalty in the service failure and recovery context. More specifically, two aspects of the initial offering are studied: promised general service quality and the presence of a promise about a specific product attribute. Based on a presentation of the main theoretical perspectives, hypotheses are formulated and a scenario-based experiment in a hotel setting is designed to explore these. The results indicate that a higher level of promised service quality can result in more positive evaluations of satisfaction and stronger word-of-mouth intentions than for a lower level of promised service quality.