Combining the Concepts of Fear Aroual and Customer Satisfaction & Retention - An Ethnographic Case Study on Krav Maga

Sammanfattning: The purpose behind this study is to explore and explain the role of fear arousal when combined with the concept of customer satisfaction and retention in one marketing strategy. The major theories applied are the concept of fear appeals and the concept of customer satisfaction & customer retention. We chose to conduct our research through an ethnographic case study of KM. We did a qualitative study where we collected 10 interviews and we conducted observations. Our empirical data consists of academic articles from scientific journals, interviews and observations. Our Findings are: Fear is the biggest factor in creating customer satisfaction and retention in the case of KM. The use of fear arousal is actually benefiting our respondents since it is resulting in more self-confident and self-secure individuals.