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Kundmötet: Ur kundens synvinkel
University of Skövde, School of Technology and Society.
University of Skövde, School of Technology and Society.
University of Skövde, School of Technology and Society.
2013 (Swedish)Independent thesis Basic level (university diploma), 10 credits / 15 HE creditsStudent thesisAlternative title
Customer meeting: From the customer´s point of view (English)
Abstract [sv]

Kundservice är en viktig faktor i dagens samhälle och har blivit ett sätt att särskilja sig från sina konkurrenter på marknaden. Personalens bemötande har en stor betydelse för om kundens upplevelse av besöket är positivt eller negativt. Agerandet från personalens sida gentemot kunden kan ha den avgörande rollen om kunden väljer att komma tillbaka till butiken eller inte.

Syftet med denna rapport är att se hur kunden vill bli bemött av personalen i en modebutik. Det finns många studier som behandlar hur personalen bör bete sig mot kunderna, men få studier som förklarar hur kunden vill bli bemött av personalen i en butik. Rapporten belyser även om det finns skillnader i hur kunden vill bli bemött i en butik beroende på butikens prisklass.

Undersökningen byggde på en kvantitativ metod i form av en enkätundersökning. Enkätundersökningen genomfördes via enkätverktyget Enalyzer genom det sociala nätverket Facebook samt utanför de två utvalda modebutikerna, MQ och Gina Tricot. I undersökningen deltog 124 kvinnliga respondenter i olika ålderskategorier.

Resultatet i undersökningen har visat att personalens bemötande har en betydande roll för respondenterna. Resultatet visade även att det fanns både likheter och skillnader i hur kunden vill bli bemött av personalen i de båda butikerna. De likheter resultatet visade var att få ett hej från personalen var lika viktigt för respondenterna oavsett butik. Det framgick även att ett leende och ögonkontakt från personalen hade lika stor betydelse i de båda butikerna. De skillnader som resultatet visade var att det finns olikheter kring vilka egenskaper respondenterna värdesätter högst hos en säljare på MQ och på Gina Tricot. På MQ värdesätter respondenterna kunskap som den viktigaste egenskapen hos en säljare medan de på Gina Tricot anser att vara glad är den viktigaste egenskapen.

Abstract [en]

Customer service is an important factor in today´s society and has become a way to differentiate themselves from their competitors in the market. The staff’s treatment against the customer has a big significance if the customer experience from the visit is positive or negative. The acting from the staff against the customer can have the decisive role if the customers choose to come back to the store or not.

The purpose of this report is to see how the customer wants the staff to treat them in a fashion store. There are a lot of studies that process how the staff should act against the customers, but less studies that declares how the customers want the staff to treat them in a store. The report will also illustrate if there is any differences how the customers want to be treated depending on the stores price.

The study was based on a quantitative method as a survey. The survey was conducted by the survey tool Enalyzer through the social network Facebook and outside the two chosen fashion stores, MQ and Gina Tricot. 124 female respondents in different ages participated in the study.

The result of this study showed that the staff’s attitude towards the customers plays a significant role for the respondents. The result also illustrates that there are both similarities and differences in the way the customers want to be treated by the staff in both stores. The similarities are that it was important for the respondents, irrespective in what store, to be greeted by the staff with a hello. It is clear that a smile and eye contact from the staff had the same significance in both stores. The differences that appeared concerned what attitudes the respondents value the most from the staff in MQ and Gina Tricot. In MQ the respondents value knowledge the most and in Gina Tricot the most preferred attitude from the staff is to be happy.

Place, publisher, year, edition, pages
2013. , 57 p.
Keyword [sv]
Kundmötet, hur vill kunden bli bemött, klädbutik, kundens synvinkel, skillnad beroende på butikens prisklass
National Category
Business Administration
Identifiers
URN: urn:nbn:se:his:diva-8142OAI: oai:DiVA.org:his-8142DiVA: diva2:625152
Subject / course
Business Administration
Educational program
Retail Store Manager - Study Programme
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2013-08-14 Created: 2013-06-04 Last updated: 2013-08-14Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
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  • vancouver
  • Other style
More styles
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  • de-DE
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  • sv-SE
  • Other locale
More languages
Output format
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