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Berörd.. och förförd?: En studie av interpersonell beröring i butiksmiljö
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Touched.. and seduced? : A study of interpersonal touch in theretail setting (English)
Abstract [sv]

Syfte: Syftet med studien är att undersöka hur interpersonell beröring från en anställd, i form av ett handslag, förändrar kundens uppfattning av shoppingupplevelsen. Vidare ämnar studien att väcka intresse för ämnet likväl som att ge rekommendationer för vidare forskning av det taktila sinnets och den interpersonella beröringens betydelse i marknadsföringssammanhang.

Metodik: Studien är utförd genom en kvantitativ undersökningsmetod med ett deduktivt angreppssätt. Ett teoretiskt ramverk presenteras, utifrån vilket hypoteser i sin tur har formulerats. För att kunna testa de framtagna hypoteserna har ett fältexperiment utförts på Teknikmagasinet i Kalmar. Utifrån analyser av resultaten har generella slutsatser dragits, vilka ligger till grund för rekommendationer för framtida forskning inom ämnet sinnesmarknadsföring med fokus på det taktila sinnet och interpersonell beröring.

Resultat: Studiens resultat visar vidare att interpersonell beröring, i form av ett handslag, påverkar shoppingupplevelsen på ett positivt sätt. Detta har dock ej kunnat säkerställas statistiskt. Resultaten visar vidare att ett handslag är en generellt accepterad form av interpersonell beröring inom social serviceinteraktion. Detta öppnar upp för möjligheten att implementera gesten i detaljhandelssammanhang, särskilt i interaktion mellan individer av manligt kön.

Abstract [en]

Purpose: The purpose of this study is to examine how interpersonal touch, in the form of a handshake from an employee, changes the customers evaluation of the shopping experience. Furthermore, this study intends to raise an interest for the subject as well as give recommendations for further research on the importance of both the tactile sense and interpersonal touch within the marketing context.

Methodology: This study has been conducted through a quantitative research method, with a deductive approach. A theoretical framework is presented, from which hypotheses has been formulated. In order to test the formulated hypotheses, a field experiment has been conducted at Teknikmagasinets store in Kalmar. Based on the analysis of the results, general conclusions were drawn which is the basis of our recommendations for further research within the subject of sensory marketing, focusing on the tactile sense and interpersonal touch.

Findings: The results of the study show that interpersonal touch, in the form of a handshake, affects the shopping experience in a positive way, although this is not statistically significant. The results further show that a handshake is a generally accepted form of interpersonal touch in social service interactions. This opens up for the possibility of implementation of the gesture within retail contexts, particularly within interactions between individuals of the male sex.

Place, publisher, year, edition, pages
2012. , p. 72
Keyword [en]
Sensory Marketing, Retail, Service Quality, Servicescape, Consumer Behavior, Interpersonal touch, Nonverbal Communication, Handshake, Oxytocin
Keyword [sv]
Sinnesmarknadsföring, Detaljhandel, Servicekvalitet, Servicelandskap, Konsumentbeteende, Interpersonell beröring, Icke-verbal kommunikation, Handslag, Oxytocin
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-20360OAI: oai:DiVA.org:lnu-20360DiVA: diva2:536453
Subject / course
Business Administration - Marketing
Educational program
Retail and Service Management Programme, 180 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-06-25 Created: 2012-06-21 Last updated: 2012-06-25Bibliographically approved

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Johansson, Krnjajic (2012) - Berörd och förförd - En studie av interpersonell beröring i butiksmiljö(1035 kB)599 downloads
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Citation style
  • apa
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  • de-DE
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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