AUTHOR
Borg, Johanna; Elfström, Linnéa

DATE
2004-01-26

DEPARTMENT
Business Administration and Social Sciences / Management Control

SUMMARY
The competitive environment forces companies to find new ways to meet their customers’ needs and satisfy their wants. Companies have to get to know their customers and therefore they collect more and more information about them. The purpose of this study was to examine how convenience stores use customer information. To meet this case study’s purpose two interviews were carried out at both a central level as well as a local level at the studied company. The study showed that companies can collect information about their customers in several different ways and for different reasons. Furthermore the study showed that companies analyze the information based on customers’ monetary value. The most important knowledge that companies can discover in their customer information is who their loyal customers are. This makes it possible to adjust the marketing activities to the profitable customers. The main purpose with the collection of information is to strengthen the relationship with the loyal customers and to use the information as a tool in their decision making process.

ISSN 1404-5508 / ISRN LTU-SHU-EX--04/051--SE / NR 2004:051