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Effekt av beröring på kundupplevelsen
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The effect of touch on the customer experience (English)
Abstract [sv]

De stora förändringarna inom det sociokulturella och teknologiska området har bidragit till utvecklingen av en ny dimension av marknadsföring, vilken har inriktat sig på att se och behandla kunderna som levande individer. Kundernas sinne, känslor och humör ställs i centrum. Att involvera människas sinne i tjänsteprocessen kan vara avgörande för kundens direkta upplevelse av olika köp- och konsumtionsprocesser.

Denna studie syftar till att undersöka hur humör och känslotillstånd, servicekvalitet, kundlojalitet och servicepersonal samspelar med interpersonell beröring vid ett servicemöte.

Ett experiment utfördes i en detaljhandelsbutik för att mäta beröringens effekter. Hypoteser formulerades med utgångpunkt i att interpersonell beröring, i form av en lätt touch mellan armbåge och axel, bör leda till en positiv inverkan på kundernas känslotillstånd samt bidra till bättre kundupplevelse. Resultatet visade att interpersonell beröring har positiv inverkan på kundernas känslotillstånd samt ökar graden av den upplevda servicekvaliteten och stärker kundlojaliteten.

Abstract [en]

Sociocultural and technological changes have caused a development in the marketing area. The new dimension concentrate to observe and treat the costumer as human beings, where their sense, feelings and emotions are central components. To involve the sense of a human in the service process, can be crucial to the immediate experience of customer in different buying- and consumption processes.

This study aims to examine how mood and emotional state, service quality, customer loyalty and service personnel interact with interpersonal touch in a service encounter. An experiment was conducted in a retail store to measure the effects of the touch.

The hypotheses were formulated with the interpretation that interpersonal touch, consisting of a light touch between the elbow and shoulder, should lead to a positive impact on the customers’ emotional state and to contribute to a better customer experience. The results showed that interpersonal touch have a positive impact on the customer emotional state and increases the degree of perceived service quality and strengthen customer loyalty.

Place, publisher, year, edition, pages
2015.
Keyword [en]
interpersonal touch, non-verbal communication, service encounter
Keyword [sv]
interpersonell beröring, icke-verbal kommunikation, servicemöte
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-36471OAI: oai:DiVA.org:kau-36471DiVA, id: diva2:822765
Subject / course
Business Administration
Educational program
Business Administration and Economics, 180 hp
Supervisors
Available from: 2015-06-17 Created: 2015-06-17 Last updated: 2015-06-17Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Output format
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