Förväntningar på affärsrelationer : En konceptualisering av kunders förväntningar på en affärsrelation med ett service- och tjänsteföretag

Sammanfattning: Purpose:The purpose of this study is to examine customer expectationand the impact these expectations have on businessto businessrelationships with service-oriented companies. Further, to developa model which describes the expectations of the customers. Approach:The study have, by interviews, retrieved information regardingcustomers’expectationof their business relationships. Together with presentedtheoryand an abductive approach, the informationhasbeen analysedin the light of previous research in order to emphasize the most important customer expectations. The interviewed companies hasalso been categorized into different networks generalizing customer expectation, creatinga comprehensive picture of expectations. Findings: The study shows that expectations on business to business relationships do indeed affect one another mainly due to companies’ ability to meet customers’ expectation. Interview respondents emphasizes five critical factors flexibility & adaptability, formality, feedback & follow-up, long-term relationship & transparency and quality & competence. By using network profiles a model, describing which customer expectations are prioritized in certain customer groups, could be developed. Quality & competence is considered the most important factor followed by long-term relationship & transparency. Depending on the context these factors affect business to business relationship. Originality/Value:The originality and contribution of this study constitutes ofthe findings from the interviews that describes expectations on a service oriented companyand how they can affect business to business relationships. The study specifically argues for each of the five factors incustomer expectations which substitutes previous studies whoseaim is to generally explain the roll of customer expectation.