Relationsmarknadsföring : Svenska konsultföretags kamp om anställdas och kunders varumärkeslojalitet
Swedish consulting companies within the architecture-and engineering business exist on a market that is distinguished by an increasing globalization and internationalization. The companies’ commissions are based mostly on long-term, personal clientele. These relations are threatened by a huge number of coming retirements and high employee turnover.
Consequently these companies need to improve and strengthen their relationships with existing customers, to create long-term employee and customer loyalty. The purpose of this essay was to analyze and evaluate consulting companies´ internal marketing. To elucidate the problem a survey has been performed on three architecture- and engineering business and their client. From the study, elements that are important to create loyalty have been derived. The theories are based on involvement, branding and organization.
From the result it may be concluded that all consulting companies fulfil every factor considered important to create loyalty. These factors are mainly strong brand, high involvement and customer satisfaction. The companies realize the great importance of personal relations and are aware of the strategic procedures needed to create loyalty. They have also successfully created loyal customers. However, this loyalty is directed to individuals instead of companies.
The fact that loyalty is directed to individuals instead of companies is not a big problem today, but coming retirements and high employee turnover means that in the future it will be more important to focus on creating loyalty towards the companies. To secure their future situation, the companies need to develop strategies to strengthen customer relations to the company.
The conclusion is that companies in this position need to work strategically to build their brand image. By creating a stronger brand internally the companies will maintain an attractive working place, increasing loyalty amongst employees. This in turn will strengthen the possibilities to create long-term customer loyalty towards their brand.
Suggestion to further research is to study additional factors that are important to create loyalty directed to the company.
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