Marknadsföringsbegrepp i praktiken
En kvalitativ studie om tillämpningen av priming, upplevelserummet och relationsmarknadsföring i fallet HV71
PrimingServicescapeRelationship marketingHV71Hypothetico-deductive methodPrimingUpplevelserummetRelationsmarknadsföringHV71Hypotetisk-deduktiv metod
The study is based on the pragmatic question whether one can apply the theoretical perspectives priming, experience space and relationship marketing in a practical context. The authors visualize how these concepts appear practical and what advantages and disadvantages can be discerned in the particular case of HV71. The method used is a hypothetico-deductive approach, which is not entirely conventional in the humanistic and social scientific context. Consequently, it has been proven to be particularly suitable as it could expose the theoretical perspectives for a difficult scientific test.The result of the study demonstrated that a marketer could benefit from using the theoretical perspectives when exercising the profession. It also showed that the object of study applied these perspectives. Furthermore, the study contributes with new knowledge in two areas. First, it was shown that researchers could use the hypothetico-deductive method as tool for humanistic and social scientific studies such as this. Also, the study answered the fundamental questions whether the theoretical perspectives could be identified in practice and how the object of study benefited from applying them.