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Facebook – en plattform för relationsmarknadsföring?: Hur resesamordnare använder Facebook som hjälpmedel i sin relationsmarknadsföring
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Titel: Facebook - en plattform i relationsmarknadsföring? – Hur resesamordnare använder Facebook som hjälpmedel i sin relationsmarknadsföring.

Nivå: C- uppsats i Företagsekonomi

Författare: Linnea Granberg, Erika Illerbrand

Handledare: Per-Arne Wikström

Datum: 2012 maj

Syfte: Syftet med undersökningen är att kartlägga hur resesamordnare använder Facebook i sin relationsmarknadsföring. Vi vill undersöka varför företagen har valt det arbetssätt de har idag? Hur ser det ut i praktiken? Hur tror företagen att deras arbetssätt påverkar relationerna med kunderna?

Anledningen till val av ämne var att Facebook är ett relativt nytt verktyg inom marknadsföringen. Vi vill undersöka hur företag i dagsläget kan använda sin Facebooksida i sin relationsmarknadsföring.

Metod: Vi har använt en deduktiv metod då vi har utgått från tidigare forskning och sedan applicerat denna på empirin. De primära empiriska data som insamlades var av kvalitativ karaktär. 

Resultat och slutsats: Resesamordnarna använder Facebook kundtjänst samt plattform för att föra en dialog med kunderna. Resesamordnarna lär känna sina kunder bättre genom deras arbete med Facebook. Genom den interaktion som uppstår mellan kund och företag blir kunden del i en värdeskapande process tillsammans med företaget. Om företaget bemöter offentlig negativ kritik på ett bra sätt kan negativ ryktesspridning lindras och förtroende för företaget byggas.

Förslag till fortsatt forskning: En undersökning som ger inblick ur konsumentens perspektiv.

Uppsatsens bidrag: Att kartlägga hur företag i dagsläget kan använda Facebook som ett verktyg i sin relationsmarknadsföring.

Nyckelord: Facebook, relationsmarknadsföring, kunddialog, word- of- mouth, relation.

Abstract [en]

Title: Facebook -  a platform for relationship marketing?  - How travel coordinators use Facebook as a mean in their relationship marketing.

Level: C Business

Author: Linnea Granberg, Erika Illerbrand

Supervisor: Per-Arne Wikström

Date: 2012 May

Aim: The aim of this study was to investigate how travel coordinators use Facebook as a part of their relationship marketing. We wanted to study why the companies work with Facebook the way they do? How do they work practically? How do the companies believe that their way of working with Facebook influences the relationships with the costumers?

The reason behind the choice of topic was that Facebook is a relatively new tool within marketing. We wanted to investigate how companies can use their Facebook page as a part of their marketing.

Method: We have used a deductive method as we have used established theories and applied them to reality. The primary empirical data that was collected was of a qualitative character.

Result & Conclusions: The travel coordinators in our study use Facebook as a helpdesk and as platform for conducting dialogs with their customers. The companies gain knowledge about their customers through their way of working with Facebook. Through the integration between company and customer, can the customer become a part of a value adding process. If the company deals with public criticism in a respectable manner, can negative gossip about the company be salved and faith be build. 

Suggestions for future research: A study where you see everything from a customer’s point of view.

Contribution of the thesis: We hope that this study can contribute to an overview of how companies use Facebook as an aim in their relationship marketing today.

Key words: Facebook. Relationship marketing. Customer dialog. Word – of- mouth. Relationship.

Place, publisher, year, edition, pages
2012. , p. 67
Keywords [en]
Facebook. Relationship marketing. Customer dialog. Word – of- mouth. Relationship
Keywords [sv]
Facebook, relationsmarknadsföring, kunddialog, word- of- mouth, relation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-13105Archive number: E3BA:DiVA 111/2012OAI: oai:DiVA.org:hig-13105DiVA, id: diva2:556661
Subject / course
Business administration
Educational program
Business administration
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-10-08 Created: 2012-09-25 Last updated: 2012-10-08Bibliographically approved

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granberg illerbrand kandidatuppsats(750 kB)407 downloads
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