Organisatoriskt relationsskapande – En fallstudie om relationsskapande med fokus på kommunikation för att skapa varumärkeslojalitet i en organisatorisk marknadsföringskontext

Sammanfattning: Today there are limited theories that consider the research subject relationship creation as a contributing factor to a company’s brand loyalty within an organizational marketing context. The purpose of this thesis is to contribute with knowledge about organizational relationship creation between distributors and retailers, and how these relationships are constructed through communication efforts. Our purpose with this thesis is to provide a deeper understanding as well as a theoretical contribution that can form the basis for further research. Our study was conducted through the use of a qualitative research methodology in the form of five interviews with the employees of the company Maria Nila, and two inter-views with hair salon owners, as well as an analysis of the respondents’ experiences. The study’s conclusions indicates that the communications role in establishing and building relationships is an important aspect between two companies in an organizational marketing context, where the organization’s salesmen play a decisive role in the organizational relationship creation. The study also shows that brand loyalty is highly connected to how a company works with relationships.