E-handelns roll inom industriell marknadsföring : En fallstudie på Stena Components Nybro AB

Sammanfattning: Title: The role of e-commerce in industrial marketing: a case study of Stena Components Nybro AB Writers: Rebecka Blom, Ebba Douglas and Cathrine Johansson Mentor: Leif Rytting Examiner: Richard Afriyie Owusu Course: 2FE77E Business Administration III - Marketing, Bachelor degree project Purpose The purpose of this study is to analyze and clarify the importance of e-commerce regarding to service experiences and accessibility. The industrial sector stands in the center of the study and its importance of maintaining and strengthening existing customer relations. The study is a case study of Stena Components Nybro AB. Method The study is based on a qualitative study and is a case study at Stena Components Nybro AB. The empirical data consists of nine semi structured interviews where both business and customers perspective has been observed. Conclusion The results of the study showed that customer experience in the industrial sector is a co- creation process between customer and business. It has also been found that e- commerce can release human resources, which increases the availability through increased personal contact. The study also presented that CRM-system and high service created a strong and sustainable relationship between businesses. Keywords Digitization, e-commerce, customer relations, accessibility, quality of service. Allocation of work The authors have participated equally in all parts of the thesis process.