Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Loyalty Enhancing Communication for Telecom Customer Relationships: A Qualitative Study of Telecom Customers
Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT, Avdelningen för företagsekonomi.
Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT, Avdelningen för företagsekonomi.
2011 (Engelska)Självständigt arbete på avancerad nivå (masterexamen), 80 poäng / 120 hpStudentuppsats (Examensarbete)
Abstract [en]

The telecommunication business has been transformed in Sweden through the past few years. Previously telecom industry was under monopoly which has now been converted into more competitive market in which more competitors have entered and offering various alternatives of different kinds of services. TeliaSonera has been one of biggest telecommunication service providers in Sweden which is amalgamation between two big companies; Telia, a major Swedish company and Sonera which is Finish counterpart of Telia. Currently, TeliaSonera is offering various communication services to its customers such as Broadband, TV, Fix telephone connections and Mobile phone services. TeliaSonera is offering these services to both kinds of customers; i.e. business and residential customers.The purpose of this research project is to understand the telecom customers‟ switching behavior in detail by distinguishing between two different kinds of customer experiences which are active customers and passive customers, based on their specific characteristics and to learn to design a communication that is effective not only for one kind of customers‟ e.g. active customers but also for passive customers that have been found challenging regarding communication reception generally. By analyzing the outcomes, researchers would be able to demonstrate different features which need to be taken under consideration while communicating to each of these customers. The research has been carried out with an explorative research approach and qualitative interviewing with 13 students of Karlstad University in two parts. Through this research process, the researchers have built the understanding regarding what triggers influence the customers to switch and what kind of communication attracts them in order to make a decision about staying with current operator or switching to the new one. The theoretical framework is constructed on previous research on customer behavior, customer relationship management and contemporary written communication in the field of service management and marketing.The results of the research show that passive customers are more inclined towards the communication that focuses mainly on cheaper price options and they should be frequently communicated the cheaper options whereas active customers mainly search actively for the moreiiirich information therefore they should be communicated various innovative services and beneficial packages through social networking platforms and emailing newsletters.

Ort, förlag, år, upplaga, sidor
2011. , s. 134
Nyckelord [en]
Marketing, Management, Customer Relationship, Telecom
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:kau:diva-9522Lokalt ID: FEK D-94OAI: oai:DiVA.org:kau-9522DiVA, id: diva2:488586
Ämne / kurs
Företagsekonomi
Presentation
2012-01-18, Karlstad Business School, Karlstad University., Karlstad, 10:00 (Engelska)
Uppsök
samhälle/juridik
Handledare
Examinatorer
Projekt
LET-ProjectTillgänglig från: 2012-02-21 Skapad: 2012-02-01 Senast uppdaterad: 2012-02-21Bibliografiskt granskad

Open Access i DiVA

Loyalty Enhancing Communication for Telecom Customer Relationships(2048 kB)3184 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 2048 kBChecksumma SHA-512
d42e29356588ef3f4e99f7a731d236241bf566e3d8bec6584c7a1984cadf96b515daf30a81dc67560d630438e81a227c7665c769095f513a797dda6456997f6e
Typ fulltextMimetyp application/pdf

Sök vidare i DiVA

Av författaren/redaktören
Awan, Salman Ahmad
Av organisationen
Avdelningen för företagsekonomi
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 3184 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 811 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf