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Relational marketing in a service company: a case study of Servera AB
Halmstad University, School of Business and Engineering (SET).
2004 (English)Independent thesis Basic level (degree of Bachelor)Student thesis
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.
Place, publisher, year, edition, pages
2004.
Keyword [en]
Marketing, relational marketing, transactional marketing network, interaction, one to one marketing, personal relations.
Identifiers
URN: urn:nbn:se:hh:diva-11753Local ID: U10782OAI: oai:DiVA.org:hh-11753DiVA: diva2:366889
Uppsok
Social and Behavioural Science, Law
Note
Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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Citation style
  • apa
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