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"Hej, behöver du hjälp?": En studie om kunders erfarenheter av och önskemål om interaktion med personal i klädbutiker
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
”Hi, can I help you?” : A study about customers' experiences and wants regarding interaction with clothing store personnel (English)
Abstract [sv]

Syfte:

Syftet med studien är att undersöka kunders erfarenheter av och önskemål kring interaktionen med klädbutikers personal. Vidare undersöker studien på vilket sätt kunder vill att interaktionen ska ske samt inom vilka zoner och vid vilka tillfällen.

Metod:

Studien har en kvalitativ forskningsmetod och den empiriska datan är framtagen genom 15 semistrukturerade intervjuer med kvinnliga konsumenter. Studien har till en början en deduktiv ansats som sedan övergår i inslag av induktiv ansats inom vilka studien sedan växlar mellan.

Slutsatser:

Studiens resultat visar att kunder har önskemål om ett individanpassat bemötande under interaktion med personal samt att kunder lägger vikt vid personalens beteende och tillgänglighet. Studien visar även att kunders erfarenheter av interaktion med personal i klädbutiker inte överensstämmer med kunders önskemål kring detta fenomen. Många kunder har visat sig ha relativt låga förväntningar gällande denna interaktion men trots detta har det visat sig att personal i många fall inte lyckas leva upp till dessa förväntningar. Interaktionen med personal i klädbutiker har även visat sig vara av stor vikt för såväl kundens image av företaget som för kunders upplevelse av ett butiksbesök. Det framgår att denna interaktion har stor inverkan på kunders fortsatta beteende gentemot företaget vilket visar på att interaktionen utgör en viktig del av klädbutikers konkurrenskraft.

Abstract [en]

Purpose:

The aim of this thesis is to examine customers' experiences and wants regarding the interaction with clothing store personnel. Furthermore, the thesis explores how customers would like this interaction to occur as well as in what zones and in which situations.

Method:

The study in this thesis follows a qualitative research method and the empirical data is gathered through semistructured interviews with 15 female consumers.

Conclusion:

The thesis' results show that customers have the desire for an individualized response in interaction with personnel, and that customers attach importance to the personnel behavior and availability. The thesis also shows that customers' experiences of interaction with personnel in clothing stores do not match customer wants concerning this phenomenon. Many customers have been shown to have relatively low expectations regarding this interaction, but in spite of this, it has been found that in many cases personnel fail to live up to these expectations. The interaction with personnel in clothing stores has also proved to be of great importance to both the customer's image of the company and the customer's experience of a shop visit. It appears that this interaction has a major impact on customers' continued behavior towards the company, which shows that interaction is an important part of clothing stores' competitiveness.

Place, publisher, year, edition, pages
2018. , p. 74
Keywords [en]
Interaction, Clothing store personnel, Customer value, Value creation, Customer wants, Service encounter
Keywords [sv]
Interaktion, Personal i klädbutik, Kundvärde, Värdeskapande, Önskemål, Kundmöte
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-76210OAI: oai:DiVA.org:lnu-76210DiVA, id: diva2:1221329
Educational program
Retail and Service Management Programme, 180 credits
Supervisors
Examiners
Available from: 2018-06-27 Created: 2018-06-19 Last updated: 2018-06-27Bibliographically approved

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