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Det relationsbyggande arbetet: En kvalitativ studie om företags perspektiv på kortsiktiga kundrelationer
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Buildning relationships : A qualitative study on the companys perspective on short-term customer relations (English)
Abstract [sv]

Kundrelationer har blivit allt viktigare i alla branscher på grund av teknologisk utveckling och ökad konkurrens. Företags fokus har till följd av detta förflyttats från produkter till kunderna. Avsikten med denna studie har varit att ta reda på vilka incitament som finns för att arbeta med kundrelationer och hur det arbetet ser ut, med hänsyn till de meningsskiljaktigheter som förekommer i tidigare forskning avseende betydelsen av kundrelationer. Detta har studerats på relationen mellan hyresvärdar som tillhandahåller studentbostäder och deras hyresgäster, vilket är en relation som karaktäriseras av kortvarighet på grund av boendets tillfälliga karaktär. Den begränsade mängd forskning som behandlar kortsiktiga kundrelationer och den långsiktighet som ofta lyfts fram i befintlig forskning, medför att det finns ett särskilt intresse av att öka kunskapen om denna relation. Syftet med denna studie har varit att ta reda på vilka incitament företag har för att arbeta med kortsiktiga kundrelationer samt beskriva hur det relationsbyggande arbetet ser ut.

Denna kvalitativa studie behandlar hyresvärdens perspektiv, sex hyresvärdar med studentbostäder har intervjuats. Det kan konstateras att dessa hyresvärdar arbetar med relationsbyggande aktiviteter mot sina studenthyresgäster, trots studentbostadens tillfälliga karaktär och den kortvarighet som relationen karaktäriseras av. Incitamenten för att arbeta med kundrelationer, vilka identifierades i denna studie, är rykte, konkurrenskraft, nöjda kunder, förtroende och varaktighet. Studiens resultat visar även att hyresvärdarna arbetar med relationer genom att uppfylla hyresgästernas behov, vilket görs genom god kommunikation samt olika aktiviteter och åtgärder. Organisationens utformning var ytterligare en aspekt som spelade roll för det relationsbyggande arbetet, främst då utformningen möjliggör kommunikation med hyresgästerna.

Abstract [en]

Customer relations have become more important in all industries due to technological development and increased competition. As a result, company focus has shifted from products to customers. This study intended to find out which incentives exist for working with customer relations and how they implement their work, taking into account the differences that exist in previous research regarding the importance of customer relations. This has been studied on the relationship between landlords who provide student housing and their tenants, which is a relation characterized by short duration due to the temporary nature of the accommodation. The limited amount of research that discuss short-term customer relations and the long-term perspective that is often highlighted in existing research, results in a particular interest in increasing knowledge about this relationship. The purpose of this study has therefore been to find which incentives companies have to work with short-term customer relations and describe how they implement this work.

This qualitative study concentrates on the landlord’s perspective, six landlords with student housing has been interviewed. It can be stated that these landlords work with relationship-building activities towards their student tenants, despite the short duration and temporary nature of the accommodation. The incentives for working with customer relations, which were identified in this study, are the company’s reputation, competitiveness, satisfied customers, trust and durability. The study also shows that landlords work with relations by meeting the tenants needs, which is done through good communication, activities and arrangements. Also, the design of the organization mattered for the relationship-building work, mostly because the design enables communication with the tenants.

Place, publisher, year, edition, pages
2019. , p. 57
Keywords [en]
Property industry, Real estate, Customer relations, Customer relationships, Short-term customer relationships, Relationship-building work, Landlord, Tenant, Student, Student tenants
Keywords [sv]
Fastigheter, Fastighetsbransch, Kundrelationer, Kortsiktiga kundrelationer, Relationsbyggande arbete, Hyresvärd, Hyresgäst, Student, Studenthyresgäst
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-76347OAI: oai:DiVA.org:kau-76347DiVA, id: diva2:1387798
Subject / course
Business Administration
Educational program
Real Estate Management, 180 hp
Supervisors
Examiners
Available from: 2020-01-22 Created: 2020-01-22 Last updated: 2020-01-22Bibliographically approved

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