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Blod, svett & tårar: En studie av vad som skapar varumärkestillknytning till träningscenter
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.
2011 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

We have examined how the dependence, identity and social bonds affect customer loyalty and attachment to a training centre. The method used is a survey on SATS Karlstad city where 128 respondents were asked, out of which 118 surveys were used in the final analysis. The data was analyzed using ANCOVA and multiple regressions.

The result showed significant relationships on attachment between identity and dependence. Social bonds had no significant effect on the attachment a member have towards training centre. Customer loyalty was measured by how long the individual has been a member and his or her training frequency. Social bonds had a significant relationship to the duration of membership, which suggests that friends and family have an effect on how long the membership is going to remain. Identity had a significant relationship to training frequency, suggesting that the more individuals associate themselves with the training center the more often they workout.

Place, publisher, year, edition, pages
2011. , 38 p.
Keyword [en]
attachment
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-12063Local ID: FEK D-95OAI: oai:DiVA.org:kau-12063DiVA: diva2:508293
Subject / course
Business Administration
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-03-12 Created: 2012-03-08 Last updated: 2012-03-12Bibliographically approved

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Blod, svett & tårar(650 kB)336 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf