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Tillval och anpassning: kundens valmöjligheter vid köp av nyproducerad bostadsrätt
Södertörn University College, School of Business Studies.
Södertörn University College, School of Business Studies.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Interior and customization : customer’s choice of a newly built apartment (English)
Abstract [en]

Background: The real estate market has previously been subsidized by the government. The construction has been characterized by standardization and large scale complex. In the current situation there are other conditions on the real estate market, subsidies do not occur at the same degree and the market is more competitive. Customer influence has also changed. Today the customers want to customize their apartment by personal needs and lifestyle. The construction companies are trying to front and satisfy these new customer demands. They do it by offering the customers options regarding the interior and to some extent be involved in the construction process.

Problem: What factors are important in terms of offering the optional opportunity to the client for constructions companies' continued long‐term survival?

Purpose: To explore and analyze the connection between the construction companies' adaptability and the clients’ choice of company.

Method: This essay is based on qualitative and quantitative data in terms of a series of interviews with relevant units of study and a survey of their clients and potential clients. The data has been elected to the theories. This essay has a deductive approach.

Theory: Perceived Service Quality (Grönroos. C), Value Creation Logic (Normann. R) Involvement Theory (Chris. F), Service Value Chain (Grönroos. C), Business Idea (Normann. R) and Word Of Mouth (Grönroos. C)

Result and conclusion: Customization and options are in relatively a small fraction of the total offer and the client does not choose construction company by their interior options. Other major factors have a greater impact in the clients´ decision. It is important that the construction companies are working with trust‐building strategies and that the total offering possess high quality. 3

Place, publisher, year, edition, pages
2011. , 69 p.
Keyword [sv]
Tillval, Bostadsmarknaden, Bostadsbranschen, HSB Bostad AB, JM AB, NCC Housing, Skanska Nya Hem AB
National Category
Business Administration
URN: urn:nbn:se:sh:diva-9630OAI: diva2:428097
Subject / course
Business Studies
2011-06-10, Alfred Nobels allé 7, Flemmingsberg, 10:00 (Swedish)
Social and Behavioural Science, Law
Available from: 2011-07-04 Created: 2011-06-29 Last updated: 2011-07-04Bibliographically approved

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