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
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.
2016. , 62 p.