AUTHOR
Porseby, Anna; Öhlund, Sanna

DATE
2000-01-14

DEPARTMENT
Business Administration and Social Sciences / Industrial Marketing

SUMMARY
Since companies have realised the importance of customer loyalty and since the service sector has gained higher significance in recent years, we found it interesting to study what leads to customer loyalty in service companies. The theories we have chosen to consider are customer loyalty, service quality, service guarantees, affinity marketing, loyalty programmes and customer clubs, the customer in focus and other factors that influences customer loyalty. To find out how service companies are working with cus- tomer loyalty, we have conducted a case study within three service companies. Our findings are that customer loyalty has a significant importance for the companies we studied. Quality and personnel were the factors we found had the greatest impact in service companies concerning customer loyalty. We also found that the companies put a lot of effort in treating the customer right, to make the customer feel in focus of the companies’ activity.

ISSN 1404-5508 / ISRN LTU-SHU-EX--00/012--SE / NR 2000:012