Relationer som ökar kundvärde
fallstudier av
kundrelationer till ett konsultföretag
The aim of this research was to examine how the relationship between consultants and their customers can increase the value for the customer and to see how consultants can act to gain closer relationships with the customers. An empirical study has been performed through case studies with a consultant and six customers to the consultant. The theoretical areas for the analysis are customer value and relationship development between seller and buyer. Our conclusions of the research were that values for the customers are increases with closer relationships. The increased value lays in lesser uncertainty when repurchasing. The difference between customer groups lies in the level of trust towards consultant, longer relationship between customer and consultant admit greater trust. Communications are one important factor when the parties want to increase the relationship between them. To give discounts for repeated purchase stimulate the relationship between parties.