En butikschef, en butik- Kundlojaliteten blir unik! En studie om butikschefers egenskaper och dess påverkan på kundlojaliteten till butik
Store manager qualitiesCustomer loyaltyCompetition toolsThe Multifactor Leadership QuestionnarieNet Promoter Score
For a company to survive it has to make a profit. To make a profit transactions are necessary and to achieve this a company can choose to focus on creating loyal customers. Loyal customers can contribute to secured revenues, increased market shares and reduced marketing costs. Research within customer loyalty has mainly focused on different types of loyalty and the impact it has on customers behavior. However, there is a lack of research concerning which factors that create loyal customers. The purpose with this study is therefore to contribute with knowledge about what drives customer loyalty. This we will do by studying how the characteristics of store managers affects customer loyalty to their stores. This study examines how twelve different characteristics of the store manager affects the customers loyalty. We use Net Promoter Score as an indicator of customer loyalty. The study is based on twelve interviews and 66 survey responses from store managers within the same company. The results show that nine of the twelve studied characteristics by the store manager have an impact on customer loyalty. Store manager's age, experience, ambitions and knowledge of how loyal customers are created, are four of the characteristics that have an impact on customer loyalty.