Models of Service Marketing

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2005-06-01

Course: FEK 582 Bachelor thesis10 p Spring 2005

Institution of Business Administration

Models of Service Marketing A Study on the Marketing Functions of Project Workers in Knowledge-Intensive Companies

Advisor Nadja Sörgärde

Author Marie-Luise Guzzoni

Sammanfattning:
Titel: Models of Service Marketing – a Study on the Marketing Functions of Nine Project Workers in Knowledge-Intensive Companies 2005-06-03 FEK, 582 Kandidatuppsats, 10 poäng Marie-Luise Guzzoni Nadja Sörgärde Project worker, service marketing models, internal marketing, interactive marketing, external marketing Min uppsats syfte är att ifrågasätta modellen service marketing triangel och föreslå ett alternativt sätt att betrakta service marketing. Jag har använt mig av en kvalitativ metod och har gjort en djup utformning av min studie. Jag har gjort en fallstudie av nio projektarbetare i olika företag. Information har samlats in genom intervjuer, litteratur, artiklar, hemsidor, mm. Den primära och sekundära informationen har analyserats med hjälp av teorin om service marketing. Teorier som används i denna uppsats är teorin om service marketing med en central modell som tas som utgångspunkt. Dessutom spelar teorin om relationsmarknadsföring och företagets kultur en viktig roll. Empirin är uppdelat i tre delar och presenteras tillsammans med dess analys. Den består av intervjuernas resultat. I löpet av mina intervjuer och dess analys blev det snabbt klart att det finns en skillnad mellan teorin om service marketing och det jag hade funnit ut i min empiri. Denna lycka fyllas i de tre del-argument och förenas i slutsatsen med skapandet av en ny modell. Denna modell är representativ för situationen av de projektarbetare i min studie och ger idéer för vidare forskning.

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Abstract:
Title: Models of Service Marketing – a Study on the Marekting Functions of Nine Projekt Workers in Knowledge-Intensive Companies 2005-06-03 Bachelor thesis in business administration, 10 Swedish Credits (15 ECTS) Marie-Luise Guzzoni Nadja Sörgärde Project worker, service marketing models, internal marketing, interactive marketing, external marketing The purpose of my study is to question the model service marketing triangle and propose an alternative way of looking at service marketing. This thesis is based on a deep, qualitative study. In the research of the material an abductive approach has been used. The primary information sources are interviews with project workers, which are being analyzed together with the theoretical background in part argumentations in the course of the thesis. In the last chapter they are unified. The theory about service marketing, with a central model as a starting point, together with the theory about relationship marketing and organizational culture build the theoretical frame of reference of this study. The empirical foundation is based on the interviews with the project workers and is divided up into three part argumentations, together with the analysis and the respective part of the theories. In the course of the interviews and their analysis it has become clear that there exists an anomaly between the theory and this study’s results. This is being explained by a final model which has been developed throughout this study. It explains the marketing functions of the project workers and gives incentives for viewing the situation from a new perspective.

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Preface
The study in hand is a bachelor thesis within the field knowledge-intensive companies and –professions at the business school, Lund University. First of all I would like to thank the nine interviewees for their help and time. I appreciate their efforts and...
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