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Managing Customer Relationships: In the Swedish pre-packed grocery bag industry
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics. (27)
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics. (27)
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics. (27)
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: The electronic grocery market in Sweden is growing because; more actors enter the market, increased digitalisation and greater consumer interest. Therefore, companies must adapt their products and services, while building and maintaining customer relationships.  Customer relationship is one of the most important strategic tools a company can use, without satisfied customers the company is not as successful. Mass marketing and mass communication are no longer crucial to success, instead a firm must identify the customer’s needs and wants and build a customer relationship strategy.

Purpose: The purpose of this thesis is to explore what variables influence customer relationships in the pre-packed grocery bag industry and how these variables should be used in the context of developing customer relationships in the pre-packed grocery bag industry in Sweden. The theoretical contribution of this thesis will be to propose which product and service attributes are necessary for developing customer relationships in the pre-packed grocery bag industry.

 

Method: This thesis utilises an explorative approach with qualitative studies employed. Data was collected through a literature study from existing literature, interviews with consumers and interviews with representatives from companies within the e-grocery industry.

Conclusion: Inspiration and variation are influencing factors for the development and retention of customer relationships; a mass customisation process should be implemented.

 

Keywords: Electronic grocery, customer relationships, Pre-packed grocery bags, grocery retailing, electronic commerce 

Place, publisher, year, edition, pages
2016. , 47 p.
Keyword [en]
Electronic grocery, customer relationships, Pre-packed grocery bags, grocery retailing, electronic commerce
National Category
Social Sciences Economics and Business
Identifiers
URN: urn:nbn:se:hj:diva-30140ISRN: JU-IHH-FÖA-1-20160225OAI: oai:DiVA.org:hj-30140DiVA: diva2:932537
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2016-06-17 Created: 2016-06-01 Last updated: 2016-06-17Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
  • rtf