Kommunikationsstyrning vid reklamation : En studie av stormarknader

Sammanfattning: This study focuses on the internal marketing and how it affects the complaints by companies’ communication control. Our purpose with this subject is to increase the understanding of which components affects the relation between internal marketing, communication control and complaints. We have chosen the subject, internal marketing because it caught our interest in an earlier course. On the basis of the literature of costumer complaint there have not been so much research about it and that is why we have chosen this perspective on internal marketing. This study is based on a qualitative approach. The interviews we have done are with people from supermarkets in the food industry. We have chosen three employees from two different companies to get as important information as possible.