Kunden som hjälte - Ett narrativt perspektiv på den komplexa kundresan

Sammanfattning: This bachelor thesis is written within the field of strategic communication, focusing on marketing communication and the concept of sensemaking. Instead of seeing a high involvement purchase according to the traditional and linear buyer decision process, this thesis suggests the purchase instead to be seen as a customer journey, which addresses the complexity of the purchase. The aim of the study is to create an understanding of the customer’s experience in the complex journey in relation to the communicational efforts. The empirical material was collected by meaning of in-depth interviews and observations. It was further analyzed by means of our narrative approach. As an example of a customer journey the employees as well as the customers at one of Sweden’s largest housing developers, JM, was studied. By drawing parallels between the customer journey and mythological journeys, Joseph Campbell’s (2011) model of the monomyth has been applied in the analysis. The findings suggest that the same customer journey cannot be applied to all customers since the interaction in the different touch points, as well as the experience of a journey, differ from one customer to another. The main conclusion is that organizations should increase communication activities in the post-purchase phase by confirming the customer’s purchase in order to increase customer satisfaction.