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Customer Loyalty And Beyond – A Swedish Case Study
University of Borås, Faculty of Textiles, Engineering and Business. (Swedish Institute for Innovative Retailing; Handelsgruppen)ORCID iD: 0000-0003-2219-1525
2017 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

In a digitalized society the retail sector has undergone a huge transformation, and retailers all of the world face global competition and a demanding customer. The complexity of the market has evolved and gaps such as physical distances between customers and markets are almost gone. This has lead to a more disloyal customer and retailers struggling with loyalty operations, mainly based on price offerings. In this paper, we argue that there is a need to understand how relevance might be achieved by other means than just a low price, and propose a broader view of loyalty, based on literature from tourism- and popular culture research. The case presented is a Swedish department store, and the largest shopping destination in the Nordic countries, Gekås. Gekås is famous for its low-price offerings, but also for their strategic work of creating Gekås-fans instead of plain loyal Gekås customers. The propositions presented are not brought to evidence, but rather should be seen as illustrative examples of how a retailer might operate with involvement & emotional ties, co-creation and fans & fandom, if firms believe that loyalty is important for their business.

Place, publisher, year, edition, pages
2017.
National Category
Business Administration
Research subject
Business and IT
Identifiers
URN: urn:nbn:se:hb:diva-13438OAI: oai:DiVA.org:hb-13438DiVA: diva2:1173727
Conference
2nd International Conference on Business and Management (ICBM 2017), Shanghai China, December 8-9, 2017
Available from: 2018-01-13 Created: 2018-01-13 Last updated: 2018-02-08

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Citation style
  • apa
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Language
  • de-DE
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  • en-US
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  • sv-SE
  • Other locale
More languages
Output format
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  • asciidoc
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