Kundkommunikation vid distanshandel : En studie om kommunikationsmediers möjligheter och hinder
The amount of business transactions performed at distance, i.e. business where buyers and sellers do not meet face-to-face, is increasing. This is partly due to that mail order companies use e-commerce techniques to increase the communication possibilities with their customers, also e-commerce in general is increasing and, in addition, many traditional companies combine their existing business models with e-commerce. The result of this trend is that more and more companies have all, or parts of, their customers at distance. Customer communication in distance selling is performed through different communication media, affecting the communication in different ways. The purpose of this thesis is to develop knowledge to support distance selling companies to make well-founded decisions about what communication media to offer their customers and how to improve customer communication through these. In three case studies companies’ and customers’ perspective on communicating through different communication media are studied. In each case a large amount of possibilities and obstacles related to the different communication media used is identified. To find explanations to these possibilities and obstacles they are compared and discussed. The results from thisanalysis are the following four categories: Characteristics of the communication media, Amount of information, The product and The companies’ design of the customer communication. To make the knowledge contribution from this thesis more easily available to practitioners, involved in the management of customer service in distance selling settings, a number of questions are suggested for them to ask in order to make well-founded decisions on how to design customer communication in their companies. Each question is related to the knowledge contribution of the thesis.
Source Type:Doctoral Dissertation
Keywords:SOCIAL SCIENCES; Other social sciences; Media and communication studies
Date of Publication:01/01/2007