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Marknadsföring och kundupplevd kvalitet: En fallstudie på Kalmar och Trollhättans Stadsbibliotek
University of Borås, Swedish School of Library and Information Science.
University of Borås, Swedish School of Library and Information Science.
1996 (Swedish)Independent thesis Advanced level (degree of Master (One Year))Student thesisAlternative title
Marketing and customer-centered quality : A case study at the public libraries in Kalmar and Trollhättan (English)
Abstract [en]

In this thesis the marketing strategies of two public libraries have been explored and studied. The public library of Kalmar participates in the project GÖK which partly is a marketing project. The public library of Kalmar thereby differs from the public library of Trollhättan which is not involved in the project. The main aim of this thesis was to focus on their marketing strategies and see if there were any differences. The thesis was also concerned with the customers and their experiences of the quality of the services offered by the public libraries of Kalmar and Trollhättan, including the customers' perceptions of the operative marketing, and finally if there was a connection between marketing and customer-centered quality. Qualitative methods as well as quantitative methods were used for the collection of information . The preliminary assumption that Kalmar had a more explicit marketing strategy has been confirmed in the study. However, the customers at the public library of Trollhättan were more satisfied with the total quality of the services offered. This study has shown that a marketing strategy does not automatically result in more satisfied customers.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Library and Information Science (SSLIS) , 1996.
Series
Magisteruppsats i biblioteks- och informationsvetenskap vid Institutionen Bibliotekshögskolan, ISSN 1401-5358 ; 1996:51
Keywords [en]
kundupplevd kvalitet, servicekvalitet, Trollhättan, GÖK-projektet
Keywords [sv]
markadsföring, Kalmar, bibliotek
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hb:diva-17769Local ID: 2320/13723OAI: oai:DiVA.org:hb-17769DiVA, id: diva2:1309681
Available from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
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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
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  • Other locale
More languages
Output format
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