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  • 1.
    Andersson, Angelica
    et al.
    Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
    Cederbrink, Petter
    Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
    Lövsund, Magnus
    Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
    Managing Customer Loyalty through Direct Marketing: A Case Study of the Relationship between Länsförsäkringar Kalmar Län And Their Beneficiary Customers2009Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background: LF is active in three markets: Property & casualty insurance, pension and banking. The main objective for such a strategy is to differentiate by offering all the services to the customer who can enjoy the benefits of having their whole personal economy at one place. LF’s market requires great customer loyalty as the high fixed costs of acquiring a new customer does not make the customer profitable until several years later. If the company then can achieve excellent customer loyalty, there are great reasons to invest in this field. Direct marketing is a method known to be focusing on long term aspects by establishing a relationship which increases the customer loyalty.

    Purpose: The purpose of this thesis is to study Länsförsäkringar Kalmar Län and analyse how they can use direct marketing to increase customer loyalty while operating in different service markets.

    Method: This thesis is using a case study on the relationship between Länsförsäkringar Kalmar Län and their beneficiary customers. The data has been collected through interviews with key personnel at the company and through a survey with participants from a key segment of the company’s beneficiary customers. The empirical findings were then analysed qualitatively.

    Conclusion: To successfully use direct marketing to increase customer loyalty the company needs to go through a four step process: Firstly, the company needs to know their customer by gathering data through CRM systems. Secondly, the company needs to understand their customer by interpreting the collected data. Thirdly, the company needs to inform their customer through customised direct marketing. At last, the company earns customer loyalty as the behaviour of the customer changes. The company now needs to gather new information and the process goes on in a continuous cycle.

  • 2.
    Andersson, Angelica
    et al.
    Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
    Yavuz Iskander, Madelene
    Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
    Frank, Robert & Stig: A Study About Organizational Core Value Branding, through Notional Employees2010Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The phenomenon of notional employees has started to occur, since companies are facing an increased challenge to break through the marketing clutter. The phenomenon makes it possible for companies to communicate the increasingly important intangible values of a brand.

    The purpose with this thesis is to explore and illustrate how organizational core values are communicated through notional employees.

    The phenomenon of notional employees was researched from both a company and customer perspective, where a multiple case study research was made. Interviews were held with the authors of the notional employees and focus groups were held among consumers.

    Communication of core values via notional employees follows four steps.

    First the notional employee and its character is created. This step is followed by communication of core values through the notional employee. Thirdly, the type of values which has been communicated needs to be analyzed. Finally, if true core values are not communicated, communicative adjustments are required.

    These steps are presented in “The Core Value Communication Wheel”.

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