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Det digitala informationsflödets påverkan på relationen mellan kunden och säljaren

Authors: Börjesson, Max; Karlsson, Johan;

Det digitala informationsflödets påverkan på relationen mellan kunden och säljaren

Abstract

En omfattande transformering av marknadsmiljön har bidragit till funderingar och frågor gällande om kundrelationshantering är tillräckligt utvecklat för att hänga med i digitaliseringens framfart och lever upp till dagens konsumentförväntningar. Den litteratur som finns påvisar trots allt en hög grad av misslyckande relaterat till implementering av kundrelationshantering. Teori kring varför misslyckanden uppstår är dock bristfällig, men befintlig litteratur pekar på att bristfällig förståelse gällande framväxande teknologi kan vara en bidragande orsak. Syftet med studien är att förstå hur digitaliseringen påverkar kundens informationssökning och vad detta kan få för konsekvenser på relationen till säljaren. För att kunna besvara syftet genomfördes en empirisk undersökning baserad på en kvalitativ design där fem köpare och fem säljare inom bilbranschen intervjuades. Resultatet påvisar att det digitala informationsflödet bidrar till att det för kunden har blivit bekvämare att söka och hitta information. En aspekt som till följd av digitaliseringen visat sig vara den avgörande faktorn gällande utformningen av kundens externa informationssökning. Resultatet påvisar dock att kunden i större utsträckning uppfattar osäkerhet och risk om information hämtas från internet, detta på grund av svårigheten att avgöra vad för information som är korrekt. Studien bidrar till ett förtydligande gällande kundrelationshanteringens utformning för att bekräfta dagens konsumentförväntningar i och med en digitalisering av marknadsmiljön. Hanteringen av säljarens relation till kunden bör utformas som konsulterande med fokus på informationsbekräftelse och rådgivning. Relationen till säljaren är viktig för kunden, men ur ett kognitivt anseende snarare än ett affektivt. An extensive transformation of the market environment has contributed to reflections and questions regarding whether customer relationship management is sufficiently developed to keep up with the progress of digitization and live up to today’s consumer expectations. Nevertheless, the existing literature demonstrates a high degree of failure related to the implementation of customer relationship management. However, theory around why failures occur is lacking, but existing literature points to a lack of understanding regarding emerging technology as a contributing cause. The purpose of the study is to understand how digitization affects the customer’s search for information and what consequences this may have on the relationship with the seller. In order to answer the purpose, an empirical investigation based on a qualitative design was carried out where five buyers and five sellers from the car dealer industry were interviewed. Results demonstrate that the digital information flow contributes to the fact that it has become more convenient for the customer to search and find information. An aspect which, as a result of digitization, has proven to be the decisive factor regarding the design of the customer’s external information search. The results show, however, that the customer perceives uncertainty and risk to a greater extent if information is obtained from the internet, this due to the difficulty in determining what information is correct. The study contributes to a clarification regarding the design of customer relationship management in order to confirm today’s consumer expectations with a digitization of the market environment. The handling of the seller’s relationship with the customer should be designed as consulting with a focus on information confirmation and guidance. The relationship with the seller is important to the customer, but from a cognitive rather than an affective perspective.

Country
Sweden
Related Organizations
Keywords

Digitization, Relationship, Information search, Informationssökning, Digitalisering, Customer relationship management, Relation, Kundrelationshantering, Business Administration, Företagsekonomi

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  • citations
    This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    0
    popularity
    This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
    Average
    influence
    This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    Average
    impulse
    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
    Average
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citations
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
Related to Research communities
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