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Customer Loyalty - Does pricing matter?: A study of the managers’ perspective
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Managers have to consider different methods of keeping customers loyal to their specific company in order to secure revenue. Traditionally, pricing and pricing strategies have been good ways of acquiring and keeping customers. The purpose of this thesis is to provide a better understanding of how managers view this phenomenon today. In a sense, to analyze which importance managers place on pricing as a method of achieving customer loyalty.

In order to obtain a greater understanding of the subject, semi-structured interviews with non-standardized questions took place. The thesis used a thematic approach to analyze the collected data. The findings and conclusions suggested that managers view price as an important factor but there are several other factors such as flexibility, customer satisfaction and competence that should be given an equal amount of attention if a company is to achieve customer loyalty.

Place, publisher, year, edition, pages
2019. , p. 49
Keywords [en]
Customer, Loyalty, Pricing, Managers, Thematic, Strategy, Competence
National Category
Business Administration
Identifiers
URN: urn:nbn:se:ltu:diva-76507OAI: oai:DiVA.org:ltu-76507DiVA, id: diva2:1365586
Educational program
Bachelor Programme in International Business Administration
Supervisors
Examiners
Available from: 2019-10-28 Created: 2019-10-25 Last updated: 2019-10-28Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf