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The Differentiation of Uppsala Independent Bookstores Based on Servicescape Theory
Uppsala University, Disciplinary Domain of Science and Technology, Technology, Department of Engineering Sciences, Industrial Engineering & Management.
Uppsala University, Disciplinary Domain of Science and Technology, Technology, Department of Engineering Sciences, Industrial Engineering & Management.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The study examines how independent bookstores differentiated themselves from other bookstore retailers, to satisfy their customer needs and then to achieve customer engagement. The research proposes two questions as following: How do independent bookstores in Uppsala differentiate themselves in the book retailing industry? How do customers engage with independent bookstores? In order to answer these questions, qualitative research method was employed in this study. This research took all of the seven independent bookstores in Uppsala as a sample, interviewed owner/managers of each of them, and collected 85 questionnaires from their customers on the basis of the servicescape theory. The researchers employed the approach of qualitative data analysis. The analysis of the findings was based on Raffaelli’s 3C’s model, servicescape theory, and customer engagement theory. The conclusion of this study illustrates the actions of independent bookstores of differentiating themselves in the six dimensions of servicescape theory and indicates that both independent bookstore and their customers lay emphasis on the differentiation of functionality and employees. Furthermore, the customer engagement could be enhanced through the differentiation.

Place, publisher, year, edition, pages
2019. , p. 98
Series
TVE-MILI ; 19037
Keywords [en]
Independent Bookstore, Servicescape, Customer Satisfaction, Customer Engagement
National Category
Other Engineering and Technologies not elsewhere specified
Identifiers
URN: urn:nbn:se:uu:diva-396492OAI: oai:DiVA.org:uu-396492DiVA, id: diva2:1368036
Educational program
Master Programme in Industrial Management and Innovation
Supervisors
Examiners
Available from: 2019-11-06 Created: 2019-11-05 Last updated: 2019-11-06Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
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  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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