Servicelandskap i Dagligvaruhandeln.
Image, lojalitet och relationer.
AbstractThe purpose of this study is to clarify and analyze the servicescapes impact on brand image and customer loyalty among general dealers. The research question that we have used in the study is what characterizes the connection between the servicescape and the possibility to maintain and strengthen the customer relation among general dealers. The study is based on a qualitative approach and we have conducted eight interviews with experts and special advisers within the field. We have chosen to focus our study on the fact the market for general dealers have changed and the demands from the customers are severed throughout the years. The servicescape consists of the physical surroundings where the service is produced, examples of factors that influence the servicescape is the employees and the customers. The results that we present in this study focus on the ability to deliver good quality to the customer and the knowledge that the employees present to the customer. Other results are the importance of the service encounters including the customers and the employees. The last two chapters in the study are the analysis and the conclusions, which revolve around the results that we have presented, for a elaborated picture of the results we recommend these two chapters.