Title: Factors influencing a customer’s loyalty in B2B relationships: A qualitative study of relationship marketing

Authors: Klara Karlström & Pia Andersson

Advisor: Svante Andersson

Level: Master thesis in marketing (15 Swedish credits). Spring 2014.

Keywords: Customer loyalty, Behavior, Relationship marketing, B2B

Purpose: The purpose of this study is to get a deeper understanding of which factors that influence a customer’s loyalty in the relationship between a supplier and a customer in B2B and how these factors are achieved?

Frame of Reference: In the following chapter we present theory from previous research related to our research questions and purpose. First, a conceptualization of relationship marketing is outlined followed by theory regarding customer loyalty. Second, the selected factors of relationship marketing that can indicate customer loyalty are presented one by one.

Methodology: In this chapter all the method choices to fulfill the thesis’ purpose and to answer the research questions are discussed and motivated. The choices for this study are comprehensive approach, qualitative method, a case study with one case company interviewing three informants.

Empirical Study: In this chapter we present primary data that is collected for our study. It is collected through personal interviews with three informants at Getinge.

Conclusion: Our conclusion is that satisfaction is more important that the other nine factors and that shared value and bonding are less important then the other factors. How they are achieved depend on the situation, the employee at Getinge and the customer in specific and there are no clear guidelines on how the should be achieved. Although there are no guidelines there are directions and the achievement of the factors are based on Getinge’s core values. The employees of Getinge are using the core values together with their individual common sense to reach the best result of customer loyalty.