Relational marketing in a service company: a case study of Servera AB 2004 (Engelska)Självständigt arbete på grundnivå (kandidatexamen)Studentuppsats (Examensarbete)

Abstract [en]

The main topic for this thesis has been relational marketing. The problem areas we worked with are why and how a company work with relational marketing in order to strengthen their relations to customers and their position on the market. As case study company for this research, a market leading service company on the food wholesaler market was selected - Servera AB. The choice of this company was natural since they are the market leader and one of their divisions is located in Halmstad. Through the research we learned that it is of great importance for a company on a turbulent market to work with relational marketing in order to keep their current customers, which is more profitable than to create new customers. By seeing customers as single units and by interacting with each customer when creating contract offers, a company can strengthen the personal relations. These factors are amongst others the key to a successful work with relational marketing, and can in the long run help a company to keep and strengthen their position on the market.

Ort, förlag, år, upplaga, sidor

2004.

Nyckelord [en]

Marketing, relational marketing, transactional marketing network, interaction, one to one marketing, personal relations.

Identifikatorer

URN: urn:nbn:se:hh:diva-11753Lokalt ID: U10782OAI: oai:DiVA.org:hh-11753DiVA, id: diva2:366889

Uppsök

samhälle/juridik

Anmärkning

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seTillgänglig från: 2010-11-09 Skapad: 2010-11-09Bibliografiskt granskad

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