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A model to measure and increase customer perceived relationship quality: A case study
Linnaeus University, Faculty of Science and Engineering, School of Engineering.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
En modell för mätning och förbättring av kunduppfattad relationskvalité: en fallstudie (Swedish)
Abstract [en]

The competitive market of today is characterized by globalization, increased demands from customers and similarities of products and services. High demands are thus put on organizations ability of differentiating themselves from competitors acting on the same market. Within this area, the customer relationship itself has turned out being an efficient tool. In addition, a high quality customer relationship is considered as an important factor when creating loyal customers, growth, profitability and competitive advantages. In order to reach high quality customer relationships, an ability of identifying and validate actions aimed for relationship quality improvements is needed as well as clear guidelines and managerial support regarding creation of value adding activities supporting such process. This thesis is supposed to, by the creation of a model, make improvement processes of customer perceived relationship quality in a B2B context possible. The model consists of actions and tools aimed for measurement of customer perceived relationship quality and identification of value adding activities from a customer perspective. The developed model is encapsulated by three steps, take-off, investigation and action/evaluation. The developed model was tested in a case study and it turned out to be practically applicable. It had a positive effect on the customer perceived relationship quality and additionally on the dyad´s transaction costs.

Abstract [sv]

Dagens konkurrensutsatta marknad karaktäriseras av globalisering, ökade kundkrav och likheter mellan aktörers produkter och tjänster. Stora krav ställs således på företags förmåga att differentiera sig själva gentemot konkurrenter på samma marknad. Inom detta område har själva kundrelationen och dess kvalité visat sig vara ett effektivt verktyg. En högkvalitativ kundrelation anses vara en viktig faktor i skapandet av lojala kunder, tillväxt, lönsamhet samt konkurrensfördelar. För att driva en organisation i en riktning mot högkvalitativa kundrelationer krävs förmågan att identifiera och validera förbättringsåtgärder samt tydliga riktlinjer för skapande av värdeskapande aktiviteter i ett sådant syfte. Den här rapporten syftar till att genom skapandet av en modell, möjliggöra mätning av den kunduppfattade relationskvalitén samt genomföra förbättringsprocesser av den kunduppfattade relationskvalitén via identifiering av värdeskapande aktiviteter utifrån ett kundperspektiv. Tillvägagångssättet är uppdelat i tre steg med en förberedande fas, följt av en undersöknings samt en implementering/utvärderings – fas. Dess praktiska relevans är testad genom en fallstudie där processen visade sig vara tillämpbar. Vid modellens test visade den sig ha positiv effekt på den kundupplevda relationskvalitén samt även relationens transaktionskostnader.

Place, publisher, year, edition, pages
2011. , 70 p.
Keyword [en]
customer perceived relationship quality, relationship quality, RQ, RQ-dimension, measurement of relationship quality, Business to Business (B2B), case study
Keyword [sv]
kunduppfattad relationskvalité, relationskvalité, RQ-dimension, mätning av relationskvalité, Business to Business (B2B), fallstudie
Identifiers
URN: urn:nbn:se:lnu:diva-11122OAI: oai:DiVA.org:lnu-11122DiVA: diva2:403743
Uppsok
Technology
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Available from: 2011-04-20 Created: 2011-03-14 Last updated: 2011-04-20Bibliographically approved

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