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Marknadsorientering inom friskvårdsbranschen – En kvalitativ studie av tjänsteföretag
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
2020 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Market orientation within the wellness industry - A qualitative study of service companies (English)
Abstract [sv]

Syfte: Syftet med studien är att få en ökad förståelse för hur tjänsteföretag marknadsorienterar sig inom friskvårdsbranschen.

Metod: Studien utgår från ett hermeneutiskt synsätt med en induktiv utgångspunkt. En kvalitativ forskningsmetod används för tio företag verksamma inom friskvårdsbranschen. Datan baseras på primärkällor inhämtad från personliga semistrukturerade intervjuer som bidragit till att studiens syfte uppnåtts.

Resultat & slutsats: Resultatet visar att samtliga företag nyttjar en marknadsorienterad strategi till en viss grad med fokus på kundtillfredsställelse för att öka de icke-finansiella lönsamhetsmåtten i form av nya samt befintliga kunder. Bristen på konkurrensfokus gör dock att en full marknadsorienterad strategi inte uppfylls.

Studiens bidrag: Studien bidrar med ny kunskap till att fylla forskningsgapet gällande marknadsorientering i friskvårdsbranschen. Studien bidrar både till det teoretiska men även det empiriska inom marknadsorientering.

Förslag på vidare forskning: Studiens forskningsfrågor och metodval kan användas till framtida forskning för att undersöka fler företag i andra branscher. Framtida forskning skulle även kunna utföra en studie för att förstå de underliggande motivationerna för varför tjänsteföretag inom friskvårdsbranschen har ett så pass bristande konkurrensfokus när det kommer till respons på information, med reservation för om detta stämmer.

Abstract [en]

Aim: The purpose of the study is to increase the understanding of how service companies who are active within the wellness industry work with market orientation.

Method: The study uses a hermeneutic approach with an inductive outset. A qualitative method has been used to analyse ten companies who are active within the wellness industry. The data is based on primary sources that have been acquired through personal semistructured interviews that have contributed to achieving the aim of the study.

Result & conclusion: The result shows that all the studied companies use a market orientation strategy to a certain degree with the main focus on satisfying the customers to increase the non-financial profitability measure, which are new and existing customers. Because of the lack of focus on the competition, the companies do not fully use a market orientation strategy.

Contribution of the study: The study contributes with new knowledge to fill the research gap in the market orientation theory with service companies within the wellness industry. The study contributes with both theoretical and empirical knowledge within market orientation.

Suggestion for future research: The study’s research questions and the choise of method can be used for future research to examine more companies in different industries. Future research can also do a study to understand the underlying motives to why service companies active within the wellness industry have such a lack of competitor focus when it comes to the response to the information, with reservation that this is correct.

Place, publisher, year, edition, pages
2020. , p. 63
Keywords [en]
Market orientation, intelligence generation, intelligence dissemination, responsiveness, financial profitability, non-financial profitability, service companies, wellness industry
Keywords [sv]
Marknadsorientering, informationsinsamling, informationsspridning, respons på information, finansiell lönsamhet, icke-finansiell lönsamhet, tjänsteföretag, friskvårdsbranschen
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-31546OAI: oai:DiVA.org:hig-31546DiVA, id: diva2:1388439
Subject / course
Business administration
Educational program
Business administration
Supervisors
Examiners
Available from: 2020-02-19 Created: 2020-01-24 Last updated: 2020-02-19Bibliographically approved

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Marknadsorientering inom friskvårdsbranschen – En kvalitativ studie av tjänsteföretag(1011 kB)17 downloads
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Citation style
  • apa
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