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Lite mer än bara träning: En studie om relationsmarknadsföring och kundlojalitet inom gymbranschen
Linnaeus University, School of Business and Economics, Department of Marketing.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
A little more than just exercising : A study on relationship marketing and customer loyalty within the gym industry (English)
Abstract [sv]

Bakgrund: Intresset bland allmänheten för träning och hälsa har blivit allt större, vilket har medfört att även intresset för gymbranschen har ökat. I och med aktörernas snarlika utbud krävs det dock någonting utöver själva träningen för att få kunderna att stanna kvar inom organisationen. Relationsmarknadsföring blir allt mer utspritt med dess långsiktiga tänk, något som dock saknas utförligare beskrivningar samt analyser inom för den svenska gymbranschen.

Syfte: Att beskriva samt analysera hur aktörer inom gymbranschen kan använda sig av relationsmarknadsföring i sitt arbete med att skapa lojala kunder som väljer att stanna inom organisationen.

Metod: Studien har byggts på en kvalitativ forskningsmetod, där en fallstudie med fyra aktörer inom gymbranschen har tillämpats.

Resultat/slutsatser: Det har i studien flertalet gånger framkommit kopplingar mellan teori och empiri som visar på att aktörerna inom gymbranschen använder sig av relationsmarknadsföring till stor del i sitt arbete. Det är mycket fokus på personalens bemötande, men även på att göra sina medlemmar motiverade till att träna. Det som även lyfts fram är vikten av att i relationen med kunderna sprida kunskap kring träningen, samt att arbeta för att medlemmarna ska träna aktivt.

Abstract [en]

Background: The interest among the public for exercising and health have increased lately, with the result that the interest in the gym industry has increased as well. With companies having similar offerings, it requires something beyond this basic offering to get customers to remain in the organization. Relationship marketing is becoming more popular with its long-term thinking, but there is a gap of detailed descriptions and analyzes of the Swedish gym industry.

Purpose: To describe and analyze how actors in the gym industry can use relationship marketing in its efforts to create loyal customers who choose to stay within the organization.

Method: The study was built on a qualitative research, where a case study with four companies in the gym industry have been applied.

Results / Conclusions: This study has several times revealed connections between theory and empirical data that shows that companies in the gym industry use relationship marketing in a large part of their work. There is a lot of focus on the attitude of the staff, but also on making the members motivated to exercise. It also highlighted the importance of spreading knowledge in the relationship with the members about exercising and its effects, and also to try to get the members to exercise actively.

Place, publisher, year, edition, pages
2014. , 63 p.
Keyword [sv]
Relationsmarknadsföring, kundlojalitet, tjänsteerbjudande, kunder, personal, intern marknadsföring
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-35584OAI: oai:DiVA.org:lnu-35584DiVA: diva2:728711
Subject / course
Business Administration - Marketing
Supervisors
Examiners
Available from: 2014-07-02 Created: 2014-06-24 Last updated: 2014-07-02Bibliographically approved

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KaisaEkqvist(900 kB)337 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
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