Title: Time to renovate – The effect of communication on the relationship between company and customer in a change situation
Course/subject:Busniess administration, Leadership, 15hp
Authors:Fredrik Elghag, Ossian Olsson
Keywords:The Million Programme, Communication, Relationship Marketing, Tentant, Landlord.
Problem formulation:How does communication affect the relationship between company and customer in a change situation?
Purpose:Examining how different parts of a communication process affects customers trust, commitment and loyalty to their company.
Theoretical framework:The starting point for the study’s theoretical perspectives have been Morgan and Hunt’s (1994) previous studies on relationship marketing and Laswell’s (1948) communication model.
Methodology:The paper is performed with a qualitative research approach and a deductive approach to answer the research question. Personal interviews were conducted with four employees in real estate companies and two tenants in each company stock.
Conclusion:We have found that communication affects the relationship between company and customer. Tentants have experinced credibility of businesses is important for them to have a confidence and loyalty in the relationship.