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Bakgrund: Synen på kunden har förändrats där det skett en förskjutning från produkt- till kundfokus där kunden numera står i centrum. Nära och starka relationer till sina kunder är avgörande för företagets framtida konkurrenskraft. Bra kundrelationer bygger på att företag lyckas leverera tjänster med hög servicekvalitet som uppfyller och överträffar kundens behov. Många företag saknar förmågan ell
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Allt fler organisationer använder sig idag av det digitala kommunikationsverktyget “chatbots” i sin kundtjänst för att kommunicera med sina användare. Den främsta anledningen till att chatbots i form av kundtjänst blir allt vanligare på organisationers webbsidor är att de kan effektivisera verksamheten och därmed reducera kostnader. Det har alltså skett en förändring i hur organisationer kommunice
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Uncovering customer insights (CI) is indispensable for contemporary marketing strategies. The widespread availability of user-generated content (UGC) presents a unique opportunity for firms to gain a nuanced understanding of their customers. However, the size and complexity of UGC datasets pose significant challenges for traditional market research methods, limiting their effectiveness in this con
The primary aim of this paper is to investigate which attributes are most important to the online customer experience (OCE) in the fast fashion industry. Qualitative data was gathered through a netnography of online customer reviews and comments, and a comprehensive framework of attributes important to OCE in the fast fashion industry was constructed. This framework includes nine primary attribute
In this article, the concept of distribution channel re-engineering stands for a restructuring of distribution activities where the physical distribution and sales functions are organizationally separated from each other. The objective of the re-engineering process is primarily to reach dramatic improvements in operational efficiency. Our study indicates improvements in the distribution process in
