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Kan jag verkligen lita på butiken igen?: En kvalitativ studie om hur negativa kundupplevelser påverkar kundrelationen
Mälardalens högskola, Akademin för ekonomi, samhälle och teknik.
Mälardalens högskola, Akademin för ekonomi, samhälle och teknik.
Mälardalens högskola, Akademin för ekonomi, samhälle och teknik.
2021 (svensk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

The purpose of the study is to investigate how customer relationships are affected by negative customer experiences. To achieve the purpose of the study and answer the research question, a qualitative method has been used. The study has an abductive approach with a thematic analysis as an analysis method. Semi-structured telephone interviews with 12 respondents have been conducted to create empirical data to draw a conclusion. The study shows that there were several components in the customer relationship that were both affected and unaffected by a negative customer experience. Trust and attitude are the two components in the relationships that were mostly affected. The research showed that the majority of customers who trusted the company before the negative customer experience, interpreted the negative customer experience more lightly as they believed they could go back to the store. This indicates that the customer commitment was the least affected component. There were only a small number of customers who did not want to go back to the store after their negative customer experience. This was because they had not been customers for a long time and did not trust the company enough before the negative customer experience.  

sted, utgiver, år, opplag, sider
2021. , s. 52
Emneord [sv]
Marknadsföring, företagsekonomi, negativa kundupplevelser, relationer, förtroende, attityder och engagemang
HSV kategori
Identifikatorer
URN: urn:nbn:se:mdh:diva-54428OAI: oai:DiVA.org:mdh-54428DiVA, id: diva2:1560116
Fag / kurs
Business Administration
Veileder
Examiner
Tilgjengelig fra: 2021-06-11 Laget: 2021-06-03 Sist oppdatert: 2021-06-11bibliografisk kontrollert

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