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Marketing communication and customer relationships in small firms
University West, Department of Economics and IT, Division of Business Administration.
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

"Marketing communication and customer relationship in small firms", written by Daniel Brattberg, is a bachelor degree thesis which aim to acquire better understanding about how and why, and to what extent, small firms in the construction business use marketing communication and work to improve their customer relationships. In this thesis, a qualitative study was performed and interviews were conducted at two small organizations operating in the West of Sweden in the plumbing and heating industry and the construction industry.

The construction business is very competitive and in order to withstand the competition, firms need to market themselves. By using marketing communication firms could (among other things such as help to improve customer relationships) differentiate, reinforce, inform and persuade (DRIP). Perhaps the most important role marketing communication play is to make conversations between the participants happen. In this case the firm and the audience. By investing in relationship marketing firms might keep current customer and make them loyal and perhaps even an advocate of their brand and by this improve their profits and decrease their costs for having customers. However, marketing communication and relationship marketing could be costly due to gathering important information before messages are communicated and relationships created and using different kind of tools in the process. This might be too costly, in both time and money, for small firms and these organizations might use other ways to communicate and creating relationships with the audience.

The study showed that the marketing communication for smaller organizations in this line of business is very limited and was consistent with existing theories about small firms marketing actions. Reasons for their limited marketing activities are high prices and limited production capacity which made the firms unable to respond to the markets demand for their products and services. The marketing communication that did exist (e.g., their website and logos on vehicles) served as a role to raise awareness and inform potential customer of what kind of work these organizations will perform and to reduce the uncertainty experienced by potential customers. The firms did, however, use other ways to be visible for the audience, such as sponsorship and appear in public events. The organizations did recognize the fact that their main strength was relationship marketing, but although, the organizations did not actively work to support the relationship process, (i.e., relationship marketing) with their customers through different channels. The organizations did little to nothing to find new ways to communicate with the audience or facilitate the process of customer relationship or the process of word-of-mouth even though they expressed this (WoM) as their main source for work

Place, publisher, year, edition, pages
2014. , 33 p.
Keyword [en]
Customer relationships, Construction business, Customer loyalty, Marketing, Marketing communication and Relationship marketing.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-6891Local ID: EXC504OAI: oai:DiVA.org:hv-6891DiVA: diva2:757278
Subject / course
Business administration
Educational program
International Business
Supervisors
Examiners
Available from: 2014-10-30 Created: 2014-10-21 Last updated: 2015-09-15Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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