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Kundorientering: Ledarens roll och provisionens inverkan
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syfte: Syftet med studien är att studera hur ledare jobbar för att åstadkomma ett kundorienterat klimat på en arbetsplats med ett provisionsbaserat lönesystem.

Metod: En kvalitativ metod har använts i den här studien. Semi-strukturerade intervjuer gav oss det empiriska underlaget som analyserades med hjälp av den systematiska, strukturerade och abduktiva metoden Well-grounded theory. Resultatet presenteras i empirin med hjälp av mönster som upptäckts.

Resultat & slutsats: Vi har överlag kommit fram till att praktiken i stora drag stämmer överens med teorin. De intervjuade ledarna har en överensstämmande uppfattning om kundorienteringens innebörd, men har vissa skiljaktigheter i bland annat deras syn på provisionens inverkan. Ledarens roll ansågs även i praktiken vara avgörande för att de anställda ska vara kundorienterade.

Förslag till fortsatt forskning: Studien har utförts med inriktning på enbart fastighetsmäklarbranschen. Vi skulle gärna se en fortsatt forskning kring provisionens inverkan på kundorienteringen i branscher med förhållandevis mindre försäljningar, för att se om det skiljer sig åt. Vidare skulle en studie som liknar vår kunna göras på de anställda för att se om uppfattningen mellan ledare och anställd är annorlunda. Det vore också intressant att få in kundernas uppfattning och undersöka om den överensstämmer med ledarnas och de anställdas uppfattning.

Abstract [en]

Aim: The aim of this study is to study how leaders are working to achieve a customer-oriented climate in a workplace with a commission -based salary system.

Method: A qualitative approach was used in this study. Semi - structured interviews gave us the empirical data that were analyzed using the systematic, structured and abductive method Well- grounded theory. The results are presented in the empirical data using patterns that were located.

Result & Conclusions: We have generally concluded that the practice is closely matching what prevails in the theory. The interviewed managers and scientists have a consistent view of customer orientation significance but have some differences as well, in particular their views on the impact of commission. The role of the leadership was also considered essential for employees to be customer-oriented.

Suggestions for future research: The study was conducted focusing only on the real estate business. We would like to see further research on the commission impact on customer orientation in industries with relatively minor sales, to see if it differs. Moreover, a study similar to ours could be made on the employees to see if the perception between managers and employees is different. It would also be interesting to add the customers’ opinions and compare these with the managers and the employees’ opinions.

Place, publisher, year, edition, pages
2014. , 119 p.
Keyword [en]
Customer orientation, customer oriented selling, leadership, management style, customer satisfaction, commission, real-estate brokerage.
Keyword [sv]
Kundorientering, kundorienterad försäljning, ledarskap, ledarstil, kundnöjdhet, provisionsbaserad lön, fastighetsmäklarbranschen
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-16776Archive number: FE1:53/2014OAI: oai:DiVA.org:hig-16776DiVA: diva2:722589
Educational program
Real estate brokering
Supervisors
Examiners
Available from: 2014-06-19 Created: 2014-06-09 Last updated: 2014-06-19Bibliographically approved

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