Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • 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
  • text
  • asciidoc
  • rtf
Customer retention: case studies of agencies in the professional service sector
2009 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In recent years, customer retention has gained increased value among both goods and service providing firms. However although extensive research exist on the concept of customer retention and its measures and instruments, studies and research on how professional service firms retain their customers remain limited. Hence, in this thesis how professional service providers retain their targeted customers over time will be investigated through four case studies in the professional service industry, more specifically in the advertising sector. The empirical data was collected through interviews with four Swedish advertising agencies: Lowe Brindfors, Favör Reklambyrå, Holy Diver and Vinter Reklambyrå. The findings of this study first and foremost indicate that professional service providers do not have any formal nor standardized procedure which they follow when it comes to retaining their customers. The strategies employed by the firms are highly customized to each individual customer. Further the findings from this study indicate that in order to retain customers over time professional service providers need to place more efforts on the creation of personal relationships with the clients, as it is a strong bond tying customers to the firm. The findings further imply that the creation of customer satisfaction and the creation of switching barriers are the main strategies employed by firms, for retaining customers. Other factors affecting professional service firms’ retention strategies are the firms’ ability to convey confidence, to get the customers involved, and to be able to deliver good quality services.

Place, publisher, year, edition, pages
2009.
Keyword [en]
Social Behaviour Law, Customer retention, Customer relationships, Customer, loyalty, Retention strategies, Relationship management, Professional services, Advertising.
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
Identifiers
URN: urn:nbn:se:ltu:diva-52333ISRN: LTU-DUPP--09/008--SELocal ID: 97566682-981f-443b-b975-92aa6a7ce822OAI: oai:DiVA.org:ltu-52333DiVA: diva2:1025703
Subject / course
Student thesis, at least 15 credits
Educational program
Marketing, master's level
Examiners
Note
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

Open Access in DiVA

fulltext(922 kB)3470 downloads
File information
File name FULLTEXT01.pdfFile size 922 kBChecksum SHA-512
938de6f07cf06e32bc7868ecd6f47736f6b3f1cde8ce012e7c17ff7311ab2d872720841b89170c99e983dc8d50b1988f33b08839aadab8c4134c2a5eff06cf4f
Type fulltextMimetype application/pdf

Search outside of DiVA

GoogleGoogle Scholar
Total: 3470 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 130 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • 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
  • text
  • asciidoc
  • rtf