Mätningar och betydande faktorer gällande företags kundrelationer
en fallstudie inom Stadium AB
RelationshipRelationship marketingMeasurement ofRelationshipCustomer relationsImplementation och measureCustomer relations
Strong relationships are something that is really important for companies to succeed with, in purpose to increase and protect their market shares. After major research on the subject, it has been found that variables like exchange of relationship, trust, control mutability, satisfaction and commitment are important in the establishment of measuring a relationship. The purpose with this thesis was to: increase the knowledge on how companies measure, and then consequently evaluate, their relationships. To answer the purpose of the study we chose to do a case study at Stadium AB, which is a retailing concern with a high level of customer contact on a daily basis. The conclusion is that trust most likely is the key variable in measuring relationships. It also indicates that the other variables are a base in the development of trust in the relationships. To make the measurement system the most useful, all of the variables have to be implemented in the measuring process.