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The art of delivering high quality communication globally: A study on Swedish small and medium e-commerce businesses
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: E-commerce has created opportunities for companies and customers to operate online and enabled usage of online communication strategies to gain loyal customers. Small and medium e-commerce businesses have the possibility to expose wider range of products and reach customers globally despite limited resources. However, e-commerce has also brought challenges to companies, due to a new online approach, a changed customer behavior and a global competition. Previous research emphasize that the lack of physical contact with customers creates obstacles for e- commerce businesses, which might lead to perceived risks. Prior research on e- commerce businesses focuses on larger firms and no extensive research is made to understand how Swedish small and medium e-commerce businesses can optimize international communication strategies to create online trust and customer loyalty.

Purpose: The purpose of this study is to examine how Swedish small and medium businesses within the e-commerce sector manage global communication with customers despite lack of physical presence. By exploring how this distance might affect online trust and customer loyalty, the study will provide a deeper knowledge of how customer communication can improve customer relationships in an online context.

Research Question: How can Swedish small and medium e-commerce businesses use customer communication strategies to generate online trust and gain loyal customers on a global market?

Methodology: Abductive research approach, Qualitative research method, Exploratory research design, Semi-structured interviews.

Conclusion: In order for companies to reduce customers ́ perceived risks, connected to online purchase, and to understand customer ́s behavior, despite lack of physical presence, we have gained knowledge of that small and medium e-commerce businesses should utilize interactive and customized communication strategies. These online communication strategies will create a mutual value and contribute to an increased online trust, which results in loyal customers. 

Place, publisher, year, edition, pages
2017.
Keywords [en]
E-commerce, online, SME, communication, online trust, customer loyalty
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:lnu:diva-65872OAI: oai:DiVA.org:lnu-65872DiVA, id: diva2:1115846
Subject / course
Business Administration - Marketing
Educational program
International Business Programme, 180 credits
Supervisors
Examiners
Available from: 2017-07-06 Created: 2017-06-27 Last updated: 2017-07-06Bibliographically approved

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CiteExportLink to record
Permanent link

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