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Kunden som hjälte - Ett narrativt perspektiv på den komplexa kundresan

Hansom, Sara LU and Bylow, Märta LU (2017) SKOK01 20171
Department of Strategic Communication
Abstract
This bachelor thesis is written within the field of strategic communication, focusing on marketing communication and the concept of sensemaking. Instead of seeing a high involvement purchase according to the traditional and linear buyer decision process, this thesis suggests the purchase instead to be seen as a customer journey, which addresses the complexity of the purchase. The aim of the study is to create an understanding of the customer’s experience in the complex journey in relation to the communicational efforts. The empirical material was collected by meaning of in-depth interviews and observations. It was further analyzed by means of our narrative approach. As an example of a customer journey the employees as well as the customers... (More)
This bachelor thesis is written within the field of strategic communication, focusing on marketing communication and the concept of sensemaking. Instead of seeing a high involvement purchase according to the traditional and linear buyer decision process, this thesis suggests the purchase instead to be seen as a customer journey, which addresses the complexity of the purchase. The aim of the study is to create an understanding of the customer’s experience in the complex journey in relation to the communicational efforts. The empirical material was collected by meaning of in-depth interviews and observations. It was further analyzed by means of our narrative approach. As an example of a customer journey the employees as well as the customers at one of Sweden’s largest housing developers, JM, was studied. By drawing parallels between the customer journey and mythological journeys, Joseph Campbell’s (2011) model of the monomyth has been applied in the analysis. The findings suggest that the same customer journey cannot be applied to all customers since the interaction in the different touch points, as well as the experience of a journey, differ from one customer to another. The main conclusion is that organizations should increase communication activities in the post-purchase phase by confirming the customer’s purchase in order to increase customer satisfaction. (Less)
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author
Hansom, Sara LU and Bylow, Märta LU
supervisor
organization
course
SKOK01 20171
year
type
M2 - Bachelor Degree
subject
keywords
höginvolveringsköp, hjälteresa, berättelser, strategisk kommunikation, narrativt perspektiv, kundupplevelser, kundresa

language
Swedish
id
8911664
date added to LUP
2017-06-07 13:56:32
date last changed
2017-06-07 13:56:32
@misc{8911664,
  abstract     = {This bachelor thesis is written within the field of strategic communication, focusing on marketing communication and the concept of sensemaking. Instead of seeing a high involvement purchase according to the traditional and linear buyer decision process, this thesis suggests the purchase instead to be seen as a customer journey, which addresses the complexity of the purchase. The aim of the study is to create an understanding of the customer’s experience in the complex journey in relation to the communicational efforts. The empirical material was collected by meaning of in-depth interviews and observations. It was further analyzed by means of our narrative approach. As an example of a customer journey the employees as well as the customers at one of Sweden’s largest housing developers, JM, was studied. By drawing parallels between the customer journey and mythological journeys, Joseph Campbell’s (2011) model of the monomyth has been applied in the analysis. The findings suggest that the same customer journey cannot be applied to all customers since the interaction in the different touch points, as well as the experience of a journey, differ from one customer to another. The main conclusion is that organizations should increase communication activities in the post-purchase phase by confirming the customer’s purchase in order to increase customer satisfaction.},
  author       = {Hansom, Sara and Bylow, Märta},
  keyword      = {höginvolveringsköp,hjälteresa,berättelser,strategisk kommunikation,narrativt perspektiv,kundupplevelser,kundresa
},
  language     = {swe},
  note         = {Student Paper},
  title        = {Kunden som hjälte - Ett narrativt perspektiv på den komplexa kundresan},
  year         = {2017},
}