Relationen kommunikationsbyrå–kund : En kvalitativ studie om vad medarbetare vid kommunikationsbyråer och deras kunder upplever som centralt i sin relation

Sammanfattning: The aim of the study is to develop knowledge about what employees in communication agencies and its customers perceive as central to the relationship. The research questions are: What do communication agencies experience as central to the relationship with customers? and What do customers experience as central in the relationship with communication agencies? Based on Social Exchange Theory (SET), supplemented with Behaviorally Driven Relationship Marketing Theory (BRM), we have investigated what is central in the communication agency– customer. As a basis for achieving our goal, we have in total conducted semi-structured interviews with nine people, six people from a communication agency and three of their customers. We have interviewed employees from both a communication agency and from customers to achieve a more nuanced view of the research problem. In our thematic analysis of our interview transcripts we found the concepts Phases in the Relationship, View of the Relationship, and Cooperation as central aspects. Through these aspects we illustrate the respondents' perceptions of what is central in the relationship. The study's results indicate that the longer the relationship is, the better the cooperation gets, which enables both parts possibilities to achieve desired product. In addition, a crucial part of this seems to be the start up phase and an equal view of the relationship. Furthermore, an ongoing relationship should be characterized with trust, commitment and two-way communication.