Relationship marketing in customer service – oriented business segment: development of trust as a marketing tool : Case study of the restaurant
Aleksejeva, Antonija Marija (2015)
Yrkeshögskolan Arcada
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015121621015
https://urn.fi/URN:NBN:fi:amk-2015121621015
Tiivistelmä
This thesis work is conducted with the purpose to study the importance of relationship marketing in service industry and design relationship management plan for the case restaurant X emphasizing the trust factor. The main goal is to identify antecedents of customer trust and transform them into applicable management plan.
Data for this thesis is collected by critically reviewing literature related to the topic and extracting user generated content from online platforms for analysis in order to under-stand how case restaurant resonates with its actual customers. The research method is chosen to be qualitative due to exploratory nature of the thesis. The case study is present-ed in two main parts. First part summarizes acquired knowledge from theoretical sources in the research related field, whereas the second part represents content analysis of customer reviews and interview with General Manager at a hotel in Helsinki that was conducted for additional empirical support.
As a result of this thesis, theoretical and empirical knowledge is received enabling to dis-cover the process of customer trust development. Relationship management plan high-lights the need for case restaurant to improve internal communication, which is an ante-cedent of affective trust and establish channels for digital communication, which is a pre-requisite for cognitive trust, in order to develop overall customer trust and sustain rela-tionships with its customers. Moreover, the outcomes of this research are expected to be implemented by case restaurant X.
Due to confidentiality reasons, the real name of the case company has been removed as well as appendixes are not included in the published version of the thesis.
Data for this thesis is collected by critically reviewing literature related to the topic and extracting user generated content from online platforms for analysis in order to under-stand how case restaurant resonates with its actual customers. The research method is chosen to be qualitative due to exploratory nature of the thesis. The case study is present-ed in two main parts. First part summarizes acquired knowledge from theoretical sources in the research related field, whereas the second part represents content analysis of customer reviews and interview with General Manager at a hotel in Helsinki that was conducted for additional empirical support.
As a result of this thesis, theoretical and empirical knowledge is received enabling to dis-cover the process of customer trust development. Relationship management plan high-lights the need for case restaurant to improve internal communication, which is an ante-cedent of affective trust and establish channels for digital communication, which is a pre-requisite for cognitive trust, in order to develop overall customer trust and sustain rela-tionships with its customers. Moreover, the outcomes of this research are expected to be implemented by case restaurant X.
Due to confidentiality reasons, the real name of the case company has been removed as well as appendixes are not included in the published version of the thesis.