Kunder lika lojala som fotbollssupportrar?! - En studie avseende hyperlojala fotbollssupportrars lojalitet applicerad på kommersiella företags marknadsföringsstrategi
As today, companies are facing an increasing competition; markets are expanding while customers are getting more informed and fastidious toward companies and their products. For this reason it is crucial for enterprises to create loyal customers, or at best hyper loyal customers. With today's prerequisite this creation is difficult and it is therefore of highly interest to examine possible and alternative ways for enterprises to attain this type of hyper loyal customer. In this thesis we have examine hyper loyal football supporters with the aim to identify mechanisms that create and characterize this type of loyalty. By means of a survey and a focus group we were able to identify six loyalty mechanisms; the ability to influence, vicarious achievement, self-esteem, group affiliation, family and social relations. On the basis of these mechanisms marketing implications were investigated and marketing activities proposed with the intent to guide commercial enterprises in their marketing strategy aiming to create hyper loyal customers.