Webbplatsen - Vad spelar den för roll?
En studie av webbplatsens betydelse för traditionella tjänsteföretag.
Abstract: The purpose of this thesis is to study the importance of having a website for traditional service companies as well as the factors that might influence its importance. This is done by answering three research questions that all contribute to the answer of the main purpose. A qualitative study has been performed including eight interviews with respondents from eight different service companies presenting four different types of businesses. The empirical findings of the study are analyzed with the help of the theoretical frame of references in order to identify the most interesting conclusions. The results of the thesis state that the main purpose of the website among the studied companies is to rationalize and save costs. The website can also contribute to business development although this is sometimes considered difficult because of the big investments necessary and the fast speed of technological development. Another finding is that the website allows for activities that contribute to value for both the company and its customers at the same time. The study also identifies a greater number of roles that the website may play for service companies, compared to previous studies. The identified roles involve different activities and the role of each single company?s website will therefore depend on which activities the company engages in. Finally, it is suggested that the importance of the website depends on several factors such as organization and strategy, technology, external environment and the offering.