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All you need is... customer relationships: En studie om hur modebranschen kan skapa konkurrensfördelar mot e-handeln
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
All you need is... customer relationships : A study about how the fashion industry can create competitive advantage against e-commerce (English)
Abstract [sv]

Problemformulering: E-handeln har vuxit sig allt starkare på den svenska marknaden, vilket lägger ett större fokus på den fysiska detaljhandeln inom modebranschen. Vi undersöker ur ett företagsperspektiv hur den fysiska modebranschen hanterar denna förändring.

Syfte: Syftet med studien är att undersöka vilka verktyg fysiska handeln inom modebranschen kan nyttja för att skapa konkurrensfördelar mot e-handeln.

Forskningsfrågor:

1. Hur skapar fysiska butiker inom modebranschen kundrelationer?2. Hur kan fysiska butiker inom modebranschen skapa lojala kunder av befintliga kundrelationer?3. Hur använder fysiska butiker omnikanaler för att skapa kundrelationer inom modebranschen?4. Hur kan fysiska butiker inom modebranschen arbeta med varumärke och image för att skapa kundrelationer?

Metod: Studien är baserad på en kvalitativ forskningsmetod med en induktiv ansats. Vidare vid insamling av det empiriska materialet har semistrukturerade intervjuer genomförts med elva respondenter som har en ledande befattning, av den orsak att individerna anses besitta relevant information för den här undersökningen.

Slutsats: Studien resulterade i att det inte finns en tydlig mall för hur kundrelationer skapas i den fysiska handeln inom modebranschen. Vidare visade resultatet att företagen tillämpar olika tillvägagångssätt inom ramen för nyckelbegreppen för att slutligen skapa kundrelationer. Avslutningsvis framför undersökningen att kundrelationer är en viktig beståndsdel som detaljhandeln inom modebranschen anser utgöra konkurrensfördelar mot e-handeln.

Nyckelord: Kundrelationer, lojala kunder, omnikanaler, varumärke och image, modebranschen, konkurrensfördelar.

Abstract [en]

Problem definition: The presence of E-commerce on the Swedish market has evolved, which sheds a larger focus on the physical retail trade within the fashion industry. We study how the fashion industry handles this shift from a business perspective.

Purpose: The purpose of this study is to examine which tools physical commerce within the fashion industry can utilize in order to create competitive advantage against e-commerce.

Research questions:

1. How can physical stores within the fashion industry create customer relationships?2. How can physical stores within the fashion industry create loyal customers out of existing customer relationships?3. How does physical stores utilize omnichannels as a means to create customer relationships within the fashion industry?4. How can physical stores within the fashion industry labor branding and image as a means to create customer relationships?

Method: The study is based on a qualitative method with an inductive research approach. Furthermore, the gathering of empirical data consisted of eleven semi-structured interviews with respondents within a leading business position.

Conclusion: The result of this study indicated that there is no clear template on how customer relationships are created in physical commerce within the fashion industry. Furthermore, the results revealed that the interviewees practice different approaches within the frame of the mentioned keywords to create customer relationships. Lastly, the study argues that customer relationships are an essential element as a means for the retail trade within the fashion industry to establish competitive advantages against e-commerce.

Keywords: Customer relationship, customer loyalty, omnichannel, branding and image, fashion industry, competitive advantage.

Place, publisher, year, edition, pages
2018. , p. 60
Keywords [en]
Customer relationship, customer loyalty, omnichannel, branding and image, fashion industry, competitive advantage
Keywords [sv]
Kundrelationer, lojala kunder, omnikanaler, varumärke och image, modebranschen, konkurrensfördelar
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-76612OAI: oai:DiVA.org:lnu-76612DiVA, id: diva2:1230116
Subject / course
Business Administration - Marketing
Educational program
Retail and Service Management Programme, 180 credits
Supervisors
Examiners
Available from: 2018-07-04 Created: 2018-07-02 Last updated: 2018-07-04Bibliographically approved

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