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The Power of Behaviour on Client Perception of Corporate Brand: A Case Study of a Swedish Consultancy Firm within Public Procurement
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aspect of relationships has been underlined to be of substantial significant within B2B

contexts, particularly within consultancy, all alongside the importance of trust within the clientsupplier

interaction. An element that has been claimed to derive directly from the client-supplier

experience and voiced to be of key in order to reach success.

It has been stated that the behaviour of consultants can be generalized to the corporate brand,

individual demeanours and actions declared to be of essential influence of affecting customer

perception of the company and its brand. It has been remarked that, “employees are the public

face of the organization, and their performance affects customers' interpretation of the brand”.

Public procurement has been described as a process for the purchase of goods and services

made by the public sector, procurements regulated by LOU, i.e. special laws and regulations.

All member states of the European Union are subjective to procurement directives, injunctions

regulating each procurement.

In service marketing, traditionally, clients have relied on long-term relationships or been guided

by recommendations from external parties when selecting supplier. Public procurement

regulations have enclosed such use of informal selection bases, whereas instead requirements

for supplier are obliged to be based on objective criteria and non-personal sources. The

restriction of non personal-relationships between client and supplier derived the problem

question of potential consequences the regulation might bear. Thereupon, the purpose of this

study was to examine the corporate brand image of a knowledge- intensive service firm

operating within the public sector.

The empirical findings for this study were collected through semi-structured interviews with 5

Swedish customers of Ecenea Väst, a consultancy firm operating within the public sector. The

role of the theory were of abductive view, were theory was developed, refined and adjusted

throughout the process. The findings of the interviews where analysed using a content analysis

approach.

The empirical investigation of this study confirms previous studies arguing for the importance

of relationship and trust within service marketing, particularly consultancy. It also concluded

that it is the behavior of the consultants that influence the client's perception of the company’s

image and brand.

Place, publisher, year, edition, pages
2016. , 62 p.
Keyword [en]
Branding, B2B, Consultans, Public sector, Relationship
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:lnu:diva-54231OAI: oai:DiVA.org:lnu-54231DiVA: diva2:942653
External cooperation
Ecenea Väst
Subject / course
Business Administration - Marketing
Educational program
International Sales and Marketing, 180 credits
Supervisors
Examiners
Available from: 2016-06-27 Created: 2016-06-26 Last updated: 2016-06-27Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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