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En idrottsförenings marknadskommunikation gentemot studenter Flipp eller Flopp: Når budskapet fram?: En studie av Örebro universitets idrottsförening ÖUIF
Örebro University, Swedish Business School at Örebro University.
Örebro University, Swedish Business School at Örebro University.
Örebro University, Swedish Business School at Örebro University.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim with this survey was to carry out a qualitative case study over students' consumer attitudes towards Örebro universities' sport club (ÖUIF) and how the service quality is experienced. The authors have also studied how the association uses market communication and the message that will be provided comes forward on desired ways. The study will be seen from both the association's and the students' perspectives. The authors have interviewed three persons from ÖUIF: the person who is responsible for marketing, the chairman and a group training instructor. Two randomly selected focus groups have also been interviewed. All participants are living in the near area to the university. One group consisted of four persons that are members of ÖUIF and the other group was three persons that have chosen to be members of another association. The theoretical frame of reference takes up some theories that come to be starting point in the analysis of the empiric. Three examples of theories that are treated are; experienced service quality, marketing mix and marketing communication mix. The empiric consists, apart from of interviews, of information received from the association and their homepage. Some conclusions that the authors have come until is that a part of the message that the association want to provide to its customers not come  forward correctly, for example that they also are for the general public and not only for them that has connection to the university. Another aspect is that ÖUIF wants to be seen as unique, that they try new things and that they have many different membership cards and price alternatives. The students in the focus groups consider that the association feels little as a solution for students. In the end of this study there will be a chapter where the authors comes with own reflections and views on what can be improved in the future.

Place, publisher, year, edition, pages
2009.
Keyword [sv]
Marknadskommunikation, konsumentattityd, tjänstekvalitet, varumärke, image
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-9229ISRN: ORU-HHS/FEK-GK-2010/0046--SEOAI: oai:DiVA.org:oru-9229DiVA: diva2:288791
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-07-06 Created: 2010-01-21 Last updated: 2017-10-18Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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Output format
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  • asciidoc
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