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När inte köp står i centrum: En kvantitativ studie kring lojalitet gentemot köpcentrum
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.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Inledning:I inledningen redogörs för hur köpcentrumsbranschen genomgår en förändring och behovet för upplevelser har växt fram för att fortsätta skapa värde för konsumenten.

Syfte:Denna studie ämnar att undersökahur attributen atmosfär, underhållning och mat påverkar konsumentens lojalitet gentemot köpcentrum samt hur denna varierar mellan recreational-oriented consumersrespektive task-oriented consumers.

Frågeställningar:Utifrån studiens syftehar följande frågeställningar formulerats:

  1. Hur kan attributen atmosfär, underhållning och mat påverka kundens lojalitet gentemot köpcentrum? 
  2. Hur varierar lojalitet gentemot köpcentrum mellan recreational-oriented consumers och task-oriented consumers?

Teori: I studiens teoriavsnitt presenteras mer djupgående förklaringar kring köpcentrum, upplevelse och shoppingvärde. Vidare beskrivs även attributen atmosfär, underhållning och mat samt kundtillfredsställelse, lojalitet och shopping orientations mer utförligt.

Metod: Studien är baserad på en metod av kvantitativ karaktär och det har tillämpats en tvärsnittsdesign där en enkät har utformats. Det empiriska materialet har sedan analyserats med hjälp av ANOVA och korrelationsanalyser.

Slutsats: Det har kunnat konstateras hur det inte räcker med en indelning i recreational-oriented och task-oriented consumers, istället har ett tredje segment upptäckts, de platsorienterade konsumenterna. Ytterligare har det även kunnat påvisas hur attributen atmosfär, underhållning och mat påverkar lojalitet gentemot köpcentrum. 

Abstract [en]

Introduction:  The shopping center industry is undergoing a change. Experiences have become increasingly important in order to continue to create value for the consumer.

Purpose:This study intends to examine how the attributes atmosphere, entertainment and food have an effect on the loyalty towards shopping centers.Further the study intents to examine if the loyalty varies between recreational-oriented and task-oriented consumers

Research questions: Based on the purpose whit this study the following research questions that have been phrased: 

  1. How can the atmosphere, entertainment and food attributes affect the consumer's loyalty towards shopping centers?
  2. How does loyalty towards shopping centers vary between recreational-oriented consumers and task-oriented consumers?

Theory: The study's theoretical section presents more in-depth explanations about shopping centers, experiences and shopping value. Further have atmosphere, entertainment, food, consumer satisfaction, loyalty and shopping orientations been explained more profound.

Method: The study is based on a method of quantitative character and a cross-sectional design has been applied where a survey has been distributed. The empirical material has been analyzed using ANOVA and correlation analysis.

Conclusion: It has been discovered that the division into two shopping segments isn’t enough instead a third segment, the place-oriented, has been found. Further, do the attributes atmosphere, entertainment and food affect the loyalty towards shopping centers.

Place, publisher, year, edition, pages
2019. , p. 78
Keywords [en]
Shopping center, experience, hedonic value, atmosphere, entertainment, food, consumer satisfaction, loyalty, recreational-oriented consumers and task-oriented consumers
Keywords [sv]
Köpcentrum, upplevelse, hedoniskt värde, atmosfär, underhållning, mat, kundtillfredsställelse, lojalitet, recreational-oriented consumers och task-oriented consumers
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-84609OAI: oai:DiVA.org:lnu-84609DiVA, id: diva2:1320477
Subject / course
Business Administration - Marketing
Educational program
Interior Decoration and Visual Merchandising, 180 credits
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Examiners
Available from: 2019-06-26 Created: 2019-06-04 Last updated: 2019-06-26Bibliographically approved

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